With the Siri disaster (I say disaster because from my usage experience, it seems to be getting progressively worse) and then reading this article, I’m not sure what to think.
Not withstanding the problems with the current Siri, I’m inclined to think that Apple will pull this off in a manner beneficial to end users and profitable for them.
“I am suspicious of all the things that the average people believes” H.L Mencken
When the majority of the Tech Press keep regurgitating the “AI Wars” and who may be winning losing that is when the astute company with means should take a close look.
Great quote by the way. And I assume and hope that Apple is that astute company. 
Interesting theory - the big AI companies could implode while Apple laughs to the bank because Ai runs for free on Apple’s newest on-board computer chips
I think the truth is that AI has already advanced way more than what can be done on an Apple chip - so Apple will get the basic consumer business and the big AI companies will get companies and power users requiring more advanced features
There’s a reason why OpenClaw and now Perplexity Personal Computer started out running on a Mac mini. High Performance per watt and it gets even better with impending M5 Mac mini. I must confess, I really like the idea of a dedicated 24/7 mini running AI locally and tuned to my particular needs.
In a way it’s sort of like the “personal computer” revolution of the 1980s.
While that opened the door to a whole new industry (including Apple), mainframe computers, servers, and server farms are still running strong as well.