To paraphrase Shakespeare, All the world's an enterprise, and all the people merely users.
Microsoft, Apple, et al have jumped on the "control all the data" bandwagon as people got glassy-eyed when they hear "the cloud" and think it'll fix all their problems. They're all vying to be the place we have to pay to get our own stuff. Microsoft has more powerful back-end infrastructure, plus they write many of the systems that apple even likely uses. Combine that with the fact that the world's best beta tester died with Steve Jobs so the product people are trying to get approval from a CEO with no really vision outside of Apple's place in pop-culture and on the Fortune 100, and it's easy to see that Apple's days on top were numbered. Not just in market cap, but in hearts and minds. Different divisions, a flood of different product lines, probably lots of egos at play when it comes to form vs functionality. They have, in effect, gotten "microsoft-ee". And Microsoft, as much as I HATE to use their software, does Microsoft better.
Don't get me wrong, I still use Apple, I still buy Apple. But I'm slowly getting more and more depressed about the prospect of avoiding having to hand over my data to them, AWS, Microsoft, whoever.