I think big tech companies take risks, calculated ones, and they're masters of prioritisation. Pushing AI to devices was a smart move by Apple. They're great at giving developers cutting-edge tools to keep an edge in app quality.

I just hope Tim's gamble pays off and we start seeing some amazing apps soon. Because Siri was a massive flop (cool tech, but completely useless), the camera software feels outdated compared to some Android phones, and the 3D emojis felt like a bad marketing idea to get kids playing with their parents phones and hooked on Apple (just like McDonald's did with Ronald the clown).

I have definitely some optimism about on-device AI combined with iOS integration ie App Intents. They were really keen on developers making something with this, and I can see why. It gives a chance for Apple to allow us to provide a different experience than Siri when it comes to an AI "powered" OS interface.