Definitely a matter of personal taste if you ask me.
It's true what you say. I'm coming from a perspective of simple and intuitive as the holy grail of UI. So my opinion is going to be different from someone who cares more about form and function for example. I really love and appreciate the Xbox One interface for it's functionality. There is customization and options ontop of options. Once you got the hang of it. It's really good. But give the controller to your friend and tell him "open netflix", "fix the internet", or "find a cheat using the Web browser" and they simply can't do it. He's going to need a step by step. I've never played a PS4 so I'm not trying to compare it to that. I mainly use Microsoft, Apple, and Nintendo products. Maybe I just need to start using smart glass again.
I don't see how you can label Apple, Google, and Amazon as IT companies and not put Microsoft in there too. None of them could do what they do if not for the software they create. Apple is exactly like microsoft are they not? I think Oracle and Microsoft make most of their money from licensing to big organizations while Apple, Google, and Amazon have their market limited to individual consumers. Is that how you distinguished them? Or this there a metric that measures software output created by each company? I'm just wondering. I think of them as all being software companies and I rank them by how much money they generate plus their dominance in their respective markets.