Apple and Google are gradually expanding their use of hardware-based attestation. They're convincing a growing number of services to adopt it. Google's Play Integrity API and Apple's App Attest API are very similar. Apple brought it to the web via Privacy Pass, which Google intends on doing too.
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Google's Play Integrity API requires hardware attestation for the strong integrity level and is gradually phasing in requiring it for the more commonly used device integrity level. Apple already has it as a requirement. Over the long term, this will increasingly lock out hardware and OS competition.
The purpose of these systems is disallowing people from using hardware and software not approved by Apple or Google. This is wrongly presented as being a security feature. Banks and government services are the main ones adopting it but Apple and Google are encouraging every service to use it.
Apple's Privacy Pass brought hardware attestation to the web to help with passing captchas on their own hardware. Many people saw that as harmless since few sites would be willing to lock out non-Apple-hardware users. Apple and Google are both likely to bring broader hardware attestation to the web.
Google's reCAPTCHA is planning an approach where they use Privacy Pass on Apple hardware, their own approach on Google Mobile Services Android devices and a QR code scanning system to require an iOS or Google certified Android device for Windows and other systems:
