That's one part of the piece that I disagreed with as well. That said, it's true that Apple is not a AI-first/data-first company. As a result, they have less da

That's one part of the piece that I disagreed with as well. That said, it's true that Apple is not a AI-first/data-first company. As a result, they have less data and data culture inside the company. While these acquisitions may change their culture incrementally, it's unlikely that their company DNA catches up to Google/Facebook's. Culture is a powerful force in shaping products. For better and worse, Google/Facebook have the "let's use customer data to build products" DNA ingrained into their company DNA. Of course, this has pros and cons. At times, their thirst for customer data can be creepy/controversial while Apple's steadfast support for customer data privacy is assuring. Ultimately, it comes down to this: How willing are we to exchange our own behavior and demographic data for convenience? If the answer is yes, then the future is as Marco predicts it.