People who think Apple is just a hardware company fundamentally misunderstand Apple.

Windows, Office, Github, LinkedIn, Visual Studio, TypeScript, Azure, XBox, plus a very large stake in OpenAI.

becomes:

MacOS, Pages/Numbers/Keynote/etc, iCloud, Xcode, Swift, Apple Arcade, etc.

Want me to go into details about software tech they put in the market that pushed the whole industry forward in huge ways?

Apple has very very large software projects to power their services and hardware. Always has been. Lets not pretend they just make hardware.

Is Apple doing a p*ss poor job in the AI space right now? Yeah nobody disagrees with that. But they have an incredible amount of potential there. The right people, the right history, an immense collection of software that powers everything they do.

Can they climb out of that hole? I think they can, but it may require new leadership with a fresh approach who can build the future of "AI Apple" using all accomplishments of the past decades.

"People who are really serious about software should make their own hardware." - Alan Kay