Apple is set to reorient the industry this year with AI serving as a back-end feature, not as a product.
Companies that are based on selling AI as a product will be left scrambling. Consumers are ultimately not interested in buying ‘an AI.’ They’ll buy an Apple home hub that makes all their home devices work intuitively with plain language commands to HomePod Siri. They’ll buy more iPhones and other Apple devices that do more and function more intuitively, but they’re not going to go out and buy an AI device.
Apple stumbled last year when hype and FOMO caused them to rebrand their machine learning initiatives as “Apple Intelligence,” but it seems they’ve returned to their original course, which is to use that as a product enhancement, not as a stand alone bell and whistle.
All that’s to say that this billion-dollar gamble on a hyped-up openAI device is probably a losing bet.