Apple's always had great potential. They've struggled to execute on it.

But really, so has everyone else. There's two "races" for AI - creating models, and finding a consumer use case for them. Apple just isn't competing in creating models similar to the likes of OpenAI or Google. They also haven't really done much with using AI technology to deliver 'revolutionary' general purpose user-facing features using LLMs, but neither has anyone else beyond chat bots.

I'm not convinced ChatGPT as a consumer product can sustain current valuations, and everyone is still clamouring to find another way to present this tech to consumers.

I think a major part of it is the shovel selling. Nvidia is selling shovels to OpenAI. OpenAI is selling shovels to endless B2B, Consulting, Accounting, software firms buying into it...