If in Q2 2025 a company like AAPL or AMZN decides to invest in a current top of the line neural network model and spend 18 months to develop a product, whatever they develop might be obsolete when it is released. Holds for OpenAI or any incumbent -- first mover advantage may be neutralized.
Secondly there are a lot of problems in ambient computing. Back in the early 00's I often talked with an HCI expert about ideas like "your phone (pre-iPhone) could know it is in your backpack" or "a camera captures an image of your whole room reflected in a mirror and 'knows what is going on'" and she would usually point out missing context that would make something more like a corporation that gives bad customer service than a loyal butler. Some of Alexa's problems are fundamental to what it is trying to do and won't improve with better models, some of why AMZN gave up on Alexa at one point.