If that turns out anything like Siri, then surely you would understand why people want a bring-your-own-model framework.
This is also coincidentally the reason I got rid of my Apple products. The experience fucking sucks! The only way things get better is if you buy more hardware, which probably makes the average mall-addicted American smile but makes me want to vomit. Everything is upsell, and not just upsell where you can improve the experience. No, you have to buy Apple's solution because every third-party is wrong and can't be trusted. They will gimp anyone that does not compensate them handsomely and rob the only people brave enough to offer their users an improved experience. The devil takes notes during Tim Cook's business meetings. They deserve everything coming to them, and they know it too.
So try it. Watch them go along, "doing their own thing", and then watch them come back limping and bruised after the FTC gives them a worse beating than Microsoft got in the 90s. We know why Apple is mad about this, it doesn't matter. They can go quietly or we can make this a long, protracted process. Microsoft got away lucky when you think about it, still all in one piece.
It makes the whole point of paying more for better hardware completely moot, because if you going to need to rely on cloud "service" stuff, you might as well get cheaper hardware from the other companies who do that much better than Apple ever did.
I like their stuff (well the hardware at least) but I also don't want to buy more stuff from them, it's just not sustainable and they already make too much money anyway.