I personally have zero use for gadgets like this that have so little to do with the driving experience. Integrating a "smart" phone of any OS platform or a music player just seems rather insignificant compared to all the other things we get from BMW. The "lesser brands" are depending on gadgets to overshadow their vehicles' shortcomings, and there are a great many of us who have no use for them. I just don't think BMW needs to "keep up", because the majority of BMW buyers likely don't consider the gadget factor to be a major buying decision point.
2013 F30 335i M-Sport 8AT/MPE/MPPK, 2016 228i M-Sport Cabrio 8AT