Oh, it's always been a common approach with development. But I'd hope that any leader with a bit of retrospect would reflect on just how often segregating features like that goes belly-up. Typically when features are split across multiple applications like this, the experience of both suffers - they feel feature incomplete (missing aspects you'd think would be there), in-cohesive, and unnecessarily convoluted. People like their applications in one place, in neat little suites, under a single umbrella. Most companion apps seem to die, or fail to realise anywhere close to the potential reach that a single application may have had, when they don't follow this rule.
I expect that not one person among my Xbox playing friendship group would use an Xbox Companion App. Most won't use a dedicated Xbox PC app either. But consolidated? I think there'd be a huge amount of appeal there.