As much as this sounds like a bad answer, I think it’s the only answer and what people have known for a long time. AI is a feature. A cool feature! That done well may differentiate you from your competitors, but like, the dismissiveness here is interesting give that maybe Tim Cook is the only one to see it clearly.

The only plan I’ve seen so far to start monetizing AI has been advertising based… nudge people toward buying products they are paid to push.

If Apple isn’t going to do that (which they absolutely should not), what is the plan? No one else has it figured out either.

If they can avoid spending $100B over some FOMO, maybe they don’t have to specifically monetize the AI, and it can be a value-add feature that comes be nature of buying Apple hardware, like so much of Apple’s stuff.

If they have a higher level AI offering, it could roll into their other premium services.