Google at their last conference put AI so central – as the next big thing, that I just can't help to think, that Apple was forced to follow that path. So they used the terminology of "AI" and "deep learning" in their presentation. Yet it didn't make me confident they are really up to it. That they really have the expertise, to make this into something that does work (even on the phone itself! - all the other deep learning algorithm need huge frameworks with GPUs!)

Myself, I wasn't able to experience the promised virtues of AI from Google itself. So I wouldn't go as far to call it a bluff from Google. But definitely from Apple, as of now.