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I think it's not that they have to create rival AI products, it's that they have to keep up with a market that's giving less of a shit about luxury hardware as time goes on. That demand is being replaced by demand for performance and interoperability, and other companies are far more accustomed to serving those.
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...and then Apple goes and blows projections again on revenue.
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Seriously, wth does Apple even need to bother with Ai in the first place? It's expertise and excellence is in consumer tech products. Ai is just a software nuisance that no one asked for but seems to just be "keeping up with the Joneses' " in the tech world. I stepped away from Microsoft because of all of its subscription and AI bullshit in 2025. I see no viable business reason for Apple to go there when it is a non-market and no one is buying.