I think hardware security make a ton of sense for an enterprise environment, where you can go to IT and prove your identity to regain access. But, for something like Apple or Google - I'm sure the recovery process is not as easy.
For a hardware crypto wallets, people go to extremes - safety deposit boxes, fire-proof recovery phrases, etc. But, for me - losing access to my core online accounts would be more destabilizing than losing money on a hardware wallet. Yet, we don't have the ultra-reliable backup methods in place for web auth like we do for crypto wallets.