Apple has always been a consumer product-focused company. Even if computing continues to become more invisible and omnipresent, even if we no longer use laptops

Apple has always been a consumer product-focused company. Even if computing continues to become more invisible and omnipresent, even if we no longer use laptops and phones, there will still be some kind of physical "product" at the end of the day, and thats where Apple will continue to exist. For LLMs, I don't see Apple opening up a general-purpose LLM or search engine like ChatGPT or Bing, its difficult to differentiate themselves in a meaningful way. I can see them developing a unique "personality" to Siri and integrating its behavior into existing devices and APIs. There's still a lot of room between where we are now and a personal AI-buddy like in "Her", so I imagine Apple is at least interested in moving in that direction.