It's interesting to see Apple doing the opposite these days. In the consumer facing keynote the meticulously separate Watch, iPhone, iPad, Mac, and TV with the capabilities and apps that run on each.
Then they have their dev keynote where they explain how these apps are really all based on shared technology and can all be made using the same new frameworks and then released to each app store for users.
Apple's strategy is great for consumers, IT departments, and (I assume) developers in that way. I can use the same device management tools to control a corporate Macbook, Apple TV, or iPad. The differences in their product line (iPad vs iPad Pro, Macbook vs Macbook Pro, etc) all have a common denominator where you're rarely having one of those conversations where someone realizes "Oh I asked for X but procurement dept got me a 2X which is completely incompatible".
Someone posted a rant here[1] that I think about often, about Microsoft's muddying the waters of Skype, Skype for Business, OneDrive, OneDrive for Business, Windows 10, Windows 10 N, which are all different, incompatible, broken products that you would think fit together but truly don't. It's frustrating as both a consumer and an IT admin, and diminishes my faith in anything they do on this side of the market.
ive given apple credit for the new iphone naming scheme, but the iphone x, xs, xr, x max, xs max naming conventions absolutely appear designed to confuse. i dont think air, nothing, pro are all that great either, with no suffix being the standard lowest end of the three. +, pro, max, etc all get used interchangeablyish. sometimes its Apple, sometimes its i (legal probably drove this dichotomy.)
Then they have their dev keynote where they explain how these apps are really all based on shared technology and can all be made using the same new frameworks and then released to each app store for users.