All modern investment in this space is explicitly trying to push for better hardware software co-design. This is seen as the path forward in light of Moore's law dying. There has always been a boundary where your ownership of software truly begins. In PCs it was at the firmware, and with smart phones it has been at some arbitrary location the os vendor has seen fit. The web had been the most crippling place for user control of software, and they own no part of the devices software or hardware.