What other options do they have? Build hardware for the datacenter? They’ve avoided this for ages. Consumer hardware is their bread and butter and that’s where they’ll focus. The problem is though that even their high end mac studio ultra can’t hold a candle against an RTX A6000. So they’re trying to change the narrative. Here’s a new iPad with a powerful AI chip that blows the competition out of the water. Sure, fine. Let's wait and see if there is a need for something like that.