Meh. Both Google and Apple are in a good position to improve standards, products and especially the usability of software related to Smart Homes. But both companies are a day late and a dollar short. They are still trying to get remote control right, which is merely the first step towards a smart home, and even in that space their efforts are anything but impressive. The real challenge is to come up with a good and simple to use control center, going from remote control to true home automation. Both companies thus far appear to have the wrong vision on that, if they have one at all (IFTTT, seriously...). There are already a lot of players in this space, and more than one newcomer currently gathering funds on Kickstarter.
Personally I tend to agree with the vision statement of the OpenHAB project. They aim to be a "hub of hubs", with the idea that there's no way in hell that anyone will come up with a hub or even a standard to serve everyone's needs, and keep up with all imaginable devices, of all brands, in all countries. So you'd use several hubs as a communications layer, tie them together with OpenHAB, and put the intelligence there.