Zuck's vision is trash to the point I question whether the man's had an original idea in his life, so I'm not completely discounting the American cheese monstrosity as somehow prevailing.
I don't really care for Apple either, but I suspect they're going to "win" by virtue of focus and culture alone.
Of course, if any of these three entities win, it is the world that loses. Rather, continues to lose—depending on how you look at it.