If Apple is not motivated to do it themselves, why would they use\buy a start-up? Feels like a soft problem where Apple can do it badly and not feel any pain o

If Apple is not motivated to do it themselves, why would they use\buy a start-up? Feels like a soft problem where Apple can do it badly and not feel any pain or see the needle move if they did it better. Mildly frustrated users won't leave because they have to climb over the garden walls.