How are Google and Apple in its crosshairs (article's framing notwithstanding)?

From what I see, Microsoft is the only one they have been gunning for, and even that behemoth is looking to get out of the way. Their Xbox platform has practically imploded, and they have specifically designed Windows 11 to be less of a PC operating system and more of an ads platform and a cross-selling channel for their AI/cloud offerings indicating that they've lost interest in the consumer market as a whole.

Valve is clearly using games as a wedge, the Steam Machine is (and will continue to be) pushed as a capable general purpose computing device, and as the Linux desktop experience improves they will lean harder into that angle, until they're selling sexy general purpose devices with a user experience comparable to Apple's. This includes phones, though the timeline for that will lag a few years.

The games console yes, however people forget that Xbox is also a brand under Microsoft Games Studios, which happens to be one of the biggest publishers due to the amount of studios that are owned by Microsoft.