For other partners, for example Chromebook makers or YouTube, Google is worse than others for the simple reason they work to make everyone else they're working with interchangeable with someone else they're working with, resulting in near perfect competition with them as the gatekeepers. Today's YouTube stars have brands, but they are second in the customer relationship position behind YouTube. The likes of Apple certainly do get themselves in the mix here, but Apple prefer to use their leverage to compete against another ecosystem as opposed to setting their own off against each other.
One of the biggest changes in the tech industry in the last ten years is the wider appreciation of the need to own your own customer relationship, and to prevent others from grabbing yours.