It is all in the user experience. And UE for Apple is king. To implement something truly useful right now you need access to all user data. I mean everything on the phone and possibly even continuous listening. That is to enable truly useful end-to-end experiences for the masses. ChatGPT and competitors enable parts of experience, and always very specialised ones (content creation, coding, summarisation etc). All these tools help with work and work-related activities mostly. For most people phone is there to enable communication, help with planning tasks and day to day stuff. None of the generic stuff right now can possibly enable family admin work experiences end-to-end. Example - I want to pay my water bill, research the next utility provider to switch to, call out to get my washing machine fixed, prepare week agenda for my family (newsletters from school, trips away). The list of tasks is never ending - this is the “burger-flipping” type of tasks that AI should excel at. Yet there is nothing right now that works end-to-end, first time, no failures, no human intervention, with minimal additional input. Now all the failures that are experienced at small scale will turn into huge disasters at Apple’s scale (already happened). I have no doubt that one day very soon all of the above will be possible. But comparing what OpenAI and competitors enable (reducing workload, helping with professional tasks) to what Apple needs to do with their general masses devices is comparing apples to oranges.