This. I wouldn’t exactly give them bonus points for the handling of Apple Intelligence, but beyond that, they’ve taken a much more measured and evidence-based approach to LLMs than the rest of big tech.

If it ends up that we are in a bubble and it pops, Apple may be among the least impacted in big tech.

Friend of mine, used to work for Apple.

He told me that a popular Apple saying is "We're late to the party, but always best-dressed."

I understand this. I'm not sure their choice of outfit has always been the best, but they have had enough success to continue making money.

Toyota did this with the EV mania until they lost their nerve and got rid of Toyoda as CEO. I hope Apple doesn't fall into the same trap. (I never thought Toyota would give in either.)