I wanna give them the benefit of the doubt, but this isn’t a user interface issue. As I understand it (please correct me if I’m wrong), AI seems to have hit a wall. Code optimization and improvements in computing power can only make AI incrementally better. They can’t solve hallucinations and related problems.
Unless Apple really has some serious magic up their sleeve, they’ll just be another player in the increasingly crowded AI market.
Did you ever get to use one of the old iPods with a click wheel interface? That thing is a genuine legend of engineering, and deservedly so. They definitely spent a lot on marketing, but marketing wasn’t their only advantage.