They are playing the long game, which is what has always been: wait until the silicon enables that for most users. The Apple Silicon track record suggests that

They are playing the long game, which is what has always been: wait until the silicon enables that for most users. The Apple Silicon track record suggests that... wait a couple of years and we'll get M3-Ultra-class capabilities in all of Apple devices. Some day the lowest bar will be above running state of the art LLMs on device.