> The big players are just awful at marketing

Apple is great at marketing to consumers. The other big players, I have to assume, are more focused on B2B where the threshold for UX acceptability is lower.

The only ads I ever hear from them are on economics podcasts ostensibly aimed at business owners. For "Copilot+ AI PCs" no less, whatever that means. They're chasing a target audience of approximately 3 people in the world that are improbably held back from achieving their wildest AI dreams by not having a commodity laptop with an NPU.