The AI "features" Apple advertise are largely gimmicky. The Apple Vision Pro is a gimmicky product. The MacBook touchbar was gimmicky.

Cook might be less susceptible to gimmickery than some of his peers. But he's definitely got an imperfect batting average, here.

It was disappointing to see one of the most advertised Apple “AI” features was “Genmoji”, which falls squarely in the “gimmick” category for me.