Apple: control every aspect of the experience. Put it all together in a very tight package and focus on a very specific market. Don’t worry about getting 50% market share – do everything top notch and deliver. Keep margins high.
Google: go for market share. Don’t worry about controlling the experience – control the delivery of the experience. Gather a group of partners and alliances that are complimentary to your business or can help put your delivery system in front of more people.
Microsoft: be the enabler for other businesses. Have a great name and some good tools but don’t be the front-person for most product lines. Seek to make your partners extremely successful and build an ecosystem.