I get the sense that many of the AI features shoved into consumer products recently have been marketed more towards investors than users. The companies are basically advertising that they're "keeping up" with the competition, meanwhile the features themselves receive mixed-to-poor reviews and are never capable of all the things advertised. So it seems to me that all of Apple, Google, Meta, Microsoft, and Samsung are currently "failing" at AI in exactly the same ways. If Apple is trying to start going a different direction that seems like a good sign.