Apple does not have what it takes to build anything like that. They need to partner with somebody. I bought a Pixel 9 just to get access to more Google AI features and it's really amazing how much progress they made in a short time (especially compared to Assistant, which was downright terrible). I think Apple's phones will continue to be much more popular, and I'm not really a typical user, but they are going to fall behind in features quickly.

I think the only realistic option at this point is that they augment Tim Cook with an AI-first leader who has control over the future of the iPhone and the budget required- and given the current rates for top AI leaders and their clear disadvantage in this space, that will not come cheap. Apple built a war chest and it's time to deploy it, at scale, and quickly.