I remember being excited when Apple got widgets because then I could add my 'Next Alarm time' to my home screen. Made my company work phone usable on trips.
I wonder when they are going to get NVIDIA cards or CUDA? Then they can actually run LLMs and not just trick people into buying it under the 30 year old idea of 'Unified Memory'.
They've had to be dragged kicking and screaming away from the NPU model only to admit that GPGPU tech was the right choice.
'Cool demo' -> Doesnt convert to tangible things.
Wont attempt to compete with companies better than them, but go their own route. "oh look it consumes low power!" (Things no one cared about).
They are the Nintendo of tech.