Probably not what anyone wants to hear, but: It’s pretty much impossible to compete. People forget that the target is always moving and internally these companies have technologies in development that won’t be seen for years, but everyone will want when they see them.

Before spending years on attempting to compete, a smarter shot term approach would involve the Bitcoin community directly engaging Apple and Google about the advantages of better BTC and Lightning support.

In the spirit of more directly responding to the question here, I think better hardware wallets are one answer. If that’s what we all end up carrying everywhere to pay, Apple and Google will soon implement their own versions. Be so good they can’t ignore you.