Except with gen AI the interface is text and there are multiple companies that have equally acceptable products. Either apple solves hallucination or makes some other AI breakthrough (i doubt it since the best researchers are probably at the hottest AI companies), or else it's just losing out as other companies capture a new market.

I think the second mover will have a huge disadvantage here as companies integrate the first mover into their products.

Apple will be able to do on-device AI, but I can't see that being a game changer unless paired with AR or some other new tech.