The article addresses Apple's historical late mover advantage strategy, and suggests that Tim Cook doesn't have the same vision that Jobs had to pull those moves off.
He needs some fresh blood in software as well.
He should just buy something like Claude and lock them in with stock and very high salaries.
He should also stop scrimping on integrated memory on the M series. Overpriced memory is a huge issue. And do something about the GPU as well.
Perhaps an AI N series with 128gig of ram, & dramatically more powerful GPU with higher core/thread count.
They will probably leave as soon as their manager becomes just the run of the mill babysitter manager with charisma.
Now Meta is doing it again for AI.
Apple won't throw money down a hole like that, but they definitely need a more original and opinionated strategy than just an increased talent count.
The lack of love they gave Siri and AI in general, since they bought the original Siri tech in 2010, just keeps looking like a worse and worse oversight.
By convincing users they want hallucinating, gas lighting imps in their pockets 24/7 to reinforce their thoughts.
And he would have been all over it given his own alt-medicine beliefs.