Apple do have that habit of taking seemingly innocuous tech and turning it into something useful. If the general public was excited about AI we would have seen the Pixel 8 do better numbers and the S24 Ultra track better than its predecessor. Phone story of the year so far is Nothing selling 100k 2a units on day one showing what really matters is still price and value.

If anyone can turn AI into a selling point its Apple. If they can't? We will be mentioning ChatGPT in the same sentence as 3DTV in a few years.