Didn’t Apple sort of already enter this market early-on with their subpar Siri?
I’ve been an iPhone and MacBook Pro user for years, but each time when I set up a new Apple device the first thing I do is say no to anything Siri, and also turning off additional Siri related settings. To the best of my knowledge, Siri is worse than useless, and I haven’t regretted staying away from it.
An on-device, 100% private AI assistant seems like it could be so big that it could be a legitimate threat to the frontier model providers they are partnering with right now, imho.
bet could be that this space will be commoditized: many good enough open weight models and multiple competing provides.
That said in a pinch they could also acquire / acquihire both of those companies without much thought.