> It looks more like a strategic decision tbh.

Announcing a load of AI features on stage and then failing to deliver them doesn't feel very strategic.

In contrast to Microsoft, who puts Copilot buttons everywhere and succeeds only in annoying their customers.

This is revisionist history. Apple wanted to fully jump in. They even rebranded AI as Apple Intelligence and announced a hoard of features which turned out to be vaporware.

But apple intelligence is a thing, and they are struggling to deliver on the promises of apple intelligence.