Apple is wise to stay in their own lane. We'll see how well Apple Intelligence pans out: using AI to enhance personal productivity is what Apple needs to continue selling more Macs, iPads, iPhones, and Apple Watches. If they can somehow use their Apple Intelligence to enhance their Apple TV+ and Apple Music experiences, then that would be great too. The fact they're in a position to combine that intelligence gained about you across all those products and services is where the real game-changing opportunities lie.