You can't just jump in, the lead up to getting this stuff going is a 5 year+ horizon, and Google, Meta, OpenAI and Anthropic are still moving exceptionally fast. Apple has shown they are nowhere near. They missed the boat on buying Anthropic, OpenAI was never going to sell with Musk behind it. There's no path forward for them, let alone catching up.

But the reality of it is that it's probably still to early to say if these devices will have mainstream appeal. I see a lot of people saying "well, i no longer need to take the phone out my pocket", but that has been the case for a couple of years with smartwatches, for example, and it has not meaningfully changed our dependency from the smartphone or the smartphone market dynamics that much.

Apple was first to the personal computer. First to the smartphone. First to the tablet. First to wireless earbuds. The vast majority of the company's revenue comes from segments where they had a multi-year head start over their competitors.

In fact products where they play catch up are more prone to failing (Vision Pro, Airpods Max, Homepod, Maps, MobileMe, Ping, Music Connect, AirPower, Airport).