FYI - the ad industry's future is uncertain, given the advent of ad-blockers & privacy laws. Selling phones with a proven OS, on the other hand, is a straightforward model.

If the EU's fines are laughable, I think the status quo will persist. But if Google is beholden to Apple & phone makers who use the very OS it provides & builds, cutting others off and owning the hardware isn't far fetched. Why do you think HTC was acquired?