It doesn't seem like the right thing to do and I hope it doesn't happen. It goes against everything we have learned about bitcoin and crypto. I wouldn't trust Samsung to protect my keys no more than I would trust Nike to do the same. I like them on my feet, but that's about it. I like to have my own say of what apps to use. PayPal or Ebay have been around much longer than bitcoin and they aren't forcing those services on users either.
Nike? I mean I don't see crypto replaces fiat in next 50y