They tried and failed.

If you read stories about that time, people were writing that it was going to be the next big thing! What software companies ALL around the world have found, is that hardware is hard. Not only just getting all the pieces and parts required and putting them together in a people pleasing fashion, but developing the OS level software to work in a way that’s performant AND provides proper hooks for developers to do the last yard of effort and put their little cherry on top.
Plus, with software you just go cheap until you squeeze out all competitors, like Facebook did, then raise your prices until profit. Hardware doesn’t work that way. The reason why Meta and App developers formed a “coalition” to complain about Apple is ALLL of them know that, if they put their entire might to the problem, focused on it and tried to build hardware OS platform that could compete against Apple/Google, they couldn’t. They’re incapable. Not because it’s impossible, and I’m certain someone someday WILL challenge them, it’s because they can’t see past the fence posts of the house they’ve built on SOMEONE ELSE’s hill!