There are a lot of AI companies that don't have a clue about what to do with AI. I would argue almost no one really knows what to do with it, which is why it's being shoehorned in everywhere.

I think Apple is being smart by sitting out this "light barrels of money on fire" phase, because we have no idea where it ends or whether it'll be worth a damn. Apple has a big enough warchest that once real solutions do start to coalesce out of the fog, they can just acquire what they need to build actual products.