Given how business leaders throughout tech feel that AI is going to be transformative, I don't think commitment is really going to be a problem. Many leaders feel that "you either get good at AI or you don't exist in 10 years".
In terms of attracting talent, there are 3 main things top AI folks look for:
1. Money (they are people after all)
2. The infrastructure (both hardware and people/organization-wise) to support large AI projects.
3. The willingness to release these AI projects to a large swath of people (to have "impact" as folks like to say).
E.g. Google had 1 and 2 but their reticence to release their models and corporate infighting made many of the top Google researchers leave for gigs elsewhere. I think it remains to be seen how Apple will handle #3 as well.