Google has had this for years, about time Apple caught up. Maybe this will make it easier to escape the walled garden...
It will (make it easier) but it's not that difficult to pull yourself away right now - I know I've just done it to an extent that I didn't think was possible. I now have a Google phone, no expensive mobile contract, all of my services are using the best of Google, Amazon, Microsoft and Apple, and an iMac as my main workstation. And everything works perfectly smoothly thanks very much, and crucially I'm not locked in to Apple's Eco System and (more) expensive hardware..(And I like to tinker, so android suits me well, plus The G Pixel Phone's camera is killer).
The reason I 'left' after using only Apple products for 20+ years was really down to iCloud, and the rising price of the iPhone. Don't get me wrong - I'm not hating on Apple here - I like iOS a lot - I like the zen simplicity of it, but then it's easy to set up an android phone to act however you want it to act.
iCloud (me.com, mac.com, iDisk, all the rest of them) has always been a mess, and the price for storage is crazy, especially when you compare to the competition. Family sharing is a joke, with no real collaboration, or 'hard drive' folder sharing. Apple music is great (for me), but Amazon prime Music does just about the same thing and costs less.
I could bang on about it but I won't - only to say that switching something as simple as a phone has saved me around £300 per year in mobile phone bills, and around £200 on the handset. Also - running Office 365 instead of iCloud gets me more data that I can actually share between family members, and Google Photos is a no-brainer.
The key to it all is that I can do what I want, get the handset that I want, share the files that I need to, and listen to all the music that I like and I don't have to wait for Apple to catch up with their 'We're not first, but we're the best' take on technology. They are premium products, sure, but their profit margin comes before user experience, and sometimes better is too late to the party.