My hypothesis is that this move, if executed well, should help narrow the AI perception gap. I think customers know that Google will probably always be superior in AI, but if the gap on mobile is marginal, and combined with the added security that Apple is famous for building into their phones during a time when the Facebook scandal and other data breaches are causing users to be more sensitive to their data, could result in a very interesting market share shift over the next few years.
[1] http://www.zdnet.com/article/android-p-is-for-poisoned-platf...