I think Apple is just sitting idly and waiting for AI to mature to "just works" level without all the potential legal and PR minefields. It's too wild and unpredictable of an experience for their buttoned down, bland and inclusive corporate image. Apple may soon find itself producing very capable but dumb bricks if they don't catch up. Google can and will go all out on AI in Android at some point.

Amazon I think just hasn't understood how to cohesively integrate AI into their offerings. Meanwhile they're selling shovels to the prospectors with AWS.

I guess both of these understand the Ai moat is not very large, and don't buy into AGI dreams.