Apple has to balance it, clearly investors want to shove AI into everything but most users simply don't care or want to be reminded its "AI" every moment. Apple has to walk the line between both of these groups.

You are right about investors, but how many of those investors have also funded and continue to push for vaporware products and features? We have seen this many many times over the last couple of years. So I do think their importance needs to be downplayed since they are clearly making bad decisions.

Also, this article was about customers not investors.

Apple for years has been marking "Siri" as far more than just the voice assistant and instead encompassing many of their ML systems. For example the "Siri App Suggestions". I don't think that rebranding it would make any sense.