Apple's phones are responsible for most of their revenue. The phones are designed to pretty much exclusively interact with social media and take photos. AI doesn't really add anything to that experience since advertisement consumption by humans is the ultimate objective. That's why even though Apple's Siri has been about the most useless assistant in existence for years, Apple isn't in a rush to replace it. It simply doesn't have a big impact on their revenue.

Microsoft has been criticized for investing in AI heavily. But it actually makes sense for Microsoft if you consider the nature of their business. The problem is not with the investment per se but with what they got out of it. Unfortunately, Microsoft sucks at product management, so instead of creating useful stuff that users want and are ready to pay for, they created stuff that no one understands, no one can use, and no one wants to pay for. Github copilot is an exception of course. I'm talking more about their Office 365 AI.