The way they describe being so indecisive about which third-parties to work with or whether to do something in-house sounds very much like the panic of what would be the successor to classic Mac OS in the late 1990s, with some thinking Apple might purchase BeOS, development on the internal Copland system, and eventually purchasing NeXT.
It really is quite striking the differences in capability from my low-tier Samsung Galaxy A54 that's updated itself to have Gemini versus even Apple's most expensive iPhones in terms of the utility of the built-in assistant.
I only realized the other day my Galaxy A54, which I use as a side phone, had updated itself with Gemini, and I was playing around with it, and it was quite impressive. It was immediate, fluid, intelligent, natural. I asked it to give me the news, and it had everything localized and personalized. I asked Siri the same and it had some response telling me to fix my settings in the Music app. It seems obvious that Tim Cook made huge strategic mistakes, and he's paid so much money specifically for strategy. It's not like he's breaking his back building things. The whole reason anybody should possibly be worth as much money as him is seeing into complex situations on the horizon and making the right decisions about them. And he obviously hasn't.