By that logic Alexa can't lose Amazon any money because it's baked into their products. But in fact, it's a massive money suck. It lost $10B last year, and there's no way you can say Apple magically avoided losses, because Google had similar losses. There is a reason that none of the assistants have really improved as much as you'd expect over a decade+, it's not profitable, and not only that, but it's also -extremely- expensive. Microsoft basically just gave up on it; not really because of market share, but because it made no money, was expensive, and had limited value to customers.

https://arstechnica.com/gadgets/2022/11/amazon-alexa-is-a-co...

https://arstechnica.com/gadgets/2022/10/report-google-double...

https://www.theverge.com/22704233/siri-apple-digital-assista...

https://www.msn.com/en-us/news/technology/the-failure-of-ama...