Because we don't need AI in our lives as everyday consumers. For business uses, it makes some sense (code completion, proof reading, rewriting, etc). This isn't

Because we don't need AI in our lives as everyday consumers. For business uses, it makes some sense (code completion, proof reading, rewriting, etc). This isn't a product for consumers, this is a product for shareholders. Apple's stock would have dipped dramatically if they held WWDC this year with zero mention of any AI products. They're duty isn't to us as consumers, it's to shareholders to protect and grow their investment. They just have to play the same game as the rest of the industry. They don't have to explain why consumers need it, that's not the point. The point is that they can't look like they're falling behind.