The moral of the story is, all Apple care about is selling you hardware. It has made no dent in their business or brand that Siri is awful.
Why do you think they are pushing so hard on their services and advertising?
The parts that they are pushing the most are still hardware. Cars, ARM chips, phones, Macs. The OS and App store for example are extensions of the hardware and are not competitive with similar products from other companies. For example, Mac OS is competitive because they have hardware level optimization with the M series chips such as acceleration for x86 simulations. The software or the OS itself is nothing noteworthy if you compare it to Windows or Linux.
If it seems worthwhile, Any one of them can license the new generation of AI assistance from someone or spend a bunch of cash to build an adequate competitor on their own.
ChatGPT is an exciting example of this new technology, but has almost no "moat" so far. And for as much as Microsoft/OpenAI can establish a moat, the way they'll monetize it is through licensing anyway.