This is the only part of Google's strategy I don't get.
As an iPhone and Android user, I love that a lot of Google's services and apps have come over to iOS. But what's their long-term goal? Why not keep some of these apps and services exclusive to your own platform and/or Android phones?
I realize they make their money through ad revenue, so getting their apps and services on as many devices as possible makes them more money. But aren't they concerned at all about people like acorntoy? People that might, at some point, consider switching platforms to take advantage of these apps/services, but now can just stick with their iPhone because they can get the same perks?
Maybe Google is taking the opposite approach from Apple. Whereas Apple likes the "walled garden" and likes to make certain perks of being an iOS user not only iPhone-only, but even certain-model-iPhone-only, maybe Google has decided they'll show the consumer they're not mad...look...here's our services no matter what platform you use. See? We're good people!
The iOS part of me loves that I can get all these Google services on my iPhone. But the Android side of me hates it. Why should people who've obviously spurned your OS and phones get the same benefits as the people who've chosen to invest in your ecosystem?
I'm torn on the whole thing.
I am guessing this could be because Google relies a lot more on services than Apple does, like you'd pointed out. Google doesn't really make a lot of money off Android except the app store and more importantly, when people use the services on the platform tied into Google (unlike Apple whose hardware drives the revenue). And with Now, a lot more people will be using Google search (the app) more, which helps Google's ads reach a wider audience and thereby, a higher revenue. Personally I never had a reason to open the Google app, but I have one now (pun unintended
They can try keeping their services restricted to Android but they are not helping themselves if they do that. And I don't think a majority will consider switching platforms only for a few unique apps and services.