The counter argument is that they have sank billions into this with top tier optoelectronic engineers working on realizing the vision. It is about as good an effort as you can reasonably get. If they want to go further, they will have to start building out their own exotic semiconductor basic research labs. Perhaps their only mistake is not scaling up the hardware R and D earlier.

One potential play is a joint venture with Apple, unpalatable yes, but they are the only other large scale consumer electronics company with the EEs and hardware talent needed to execute this. I doubt even the military and government research labs can do a better job.