They're all building the "Her" companion device. It's almost like those transparent touchscreen phones you'd see in SciFi movies that every phone maker would have their research Labs working towards, Nokia morph was one of them.

Those things all look this in concept and in movies, but their practical utility in real life always seems to be lacking. I'd imagine this is the reality what everyone building companion devices are facing.

With the amount of money, RnD and engineers these firms have this seems to be the only reason.