Generative AI is significant enough to Apple's use cases that there would seem to be a very strong business case to bring it in house.
They are laughably behind the curve. Android should see widespread deployment of Gemini baked into the next generation of phones, and this could have a significant impact on Apple.
Their reputation is of being the best. The most polished. The most accessible.
It’s never been to be on the bleeding edge. Apple’s brand is that of the perfectionists. Even in their hackiest 80s lore, the elements that rise to myth are those about resourcefulness and design.
Quite the opposite.
The iPod was panned by tech commentators; famously, "No wireless. Less space than a nomad. Lame."
The iPhone saw similar reactions; https://www.fastcompany.com/40436054/10-of-the-most-interest.... "There is nothing revolutionary or disruptive about any of the technologies."; "The real elephant in the room is the fact that I just spent $600 on my iPhone and it can’t do some crucial functions that even $50 handsets can."; "That virtual keyboard will be about as useful for tapping out emails and text messages as a rotary phone."
I can't imagine how apoplectic Gates was over the iPad's success after a decade of trying to make a Windows tablet sell.