@lorrett, Good question, so it is 1980 and Apple is about to...

@lorrett,
Good question, so it is 1980 and Apple is about to challenge the almighty IBM.... who you would have picked?. Now in 2018, the answer is that GMV has a better proposition and integration with call centres. Apple, Google and all the big players would require to get FDA approval every time they launch a new phone version... and this isn't feasible for the phone manufacurers. In general Apple, Google and Microsoft tend to acquire or work in partnership with the leader of the segment in which they don't have extensive expertise... so USD 1 billion dollar acquisition for GMV wouldn't be bad... right.