The acquisition of the Affinity software by Canva I imagine motivated this.

It’s even a similar pricing model, though technically with Pages / Numbers / Keynote covers a little more ground but I think the main intent is to get creatives using Apple’s creative software again

Pixelmator being the only 3rd party software because Apple never made a competitor to Photoshop

Though since Canva went full on toward more robust tools I imagine they have started capturing the entire editing chain more than they did 2-3 years ago, hence the Affinity acquisition