AI is just a diversion from the lack of exciting new features or products. New colors and bigger screens just don't quite do it any more and AI probably won't either.

The real problem --- they have reached a marketplace peak in terms of monetization with their decades old technology.

Their flagship product is now mature. It has been for a long time. If it wasn't for planned obsolescence, there wouldn't be a reason to buy a new iphone, an iphone 12 should be perfectly usable today even though it's 5 years old.