Apple has gone from leading the industry to increasingly desperate and huge "me too" developments that they've failed at. AI, generative or otherwise, is going to be their next failure. To say AI moves fast is a serious understatement. I predict that which is white hot now (LLMs) will be a blind alley long left behind in a year or two.
How are Apple going to attract the talent they need to pull of something decent in AI? Their share price can't have the upside of hot startup or even a sleazy non-profit for that matter. I predict they buy something fairly pedestrian from some large player at some point.
Apple is a huge cash cow and with Cook at helm it will remain so but will slowly fade over time and resort even more to extractive behaviours on their customers and suppliers.