the most likely scenario is that companies like Apple and facebook come up with a centralized virtual currency, that to the uninformed public, offers 99% of the advantages of bitcoin.
Companies like Apple and facebook wants to make lot of money, not create an ecosystem. As long as they're fixated on making their own walled garden with high fees, we have an advantage.
If we accumulate a coalition of companies into a Bitcoin army, then even apple and google can't stop us. Moreso, if any of the biggest tech company decides to join the army.
We need to become so attractive, that they rather join us than fight us.