Erm, have you heard of these things called apps? It’s this magical concept where other companies can run code your iPhone, and deliver all the features you just talked about.

I don’t really understand why Apple has to provide a ChatGPT product, baked directly into their software. Why on earth would Apple want to get involved in the race to the bottom for the cheapest LLMs? Apple doesn’t produce commodity products, they package commodities into something much more unique that gives them a real competitive advantage, so people are willing to pay a premium for the Apple’s product, rather than just buying the cheapest commodity equivalent.

There is no point Apple just delivering an LLM. OpenAI, Anthropic, Google etc already do that, and Apple is never going to get into the pay-per-call API service they all offer. Delivering AI experiences using on-device only compute, that’s something OpenAI, Anthropic and Google can’t build, which means Apple can easily charge an premium for it, assuming they build it.

> I don’t really understand why Apple has to provide a ChatGPT product

Control. It boils down to control. If you own a platform, you want to make your "suppliers" (apps in this case) as substitutable as possible.

If people start associating ChatGPT or Claude or Gemini as the main reasons to buy a phone, at some point in the future, they'll think - gee, most of what I'm doing on the phone is interacting with $app, and I can get the $app elsewhere.