Ship what?

Will what they ship be anything better than just using ChatGPT? Right now companies don't need to buy anything, because everyone has what is essentially the exact same product. Maybe OpenAI's is a bit better than everyone else's in everyday use, but a run of the mill AI offering with maybe? better usability is still a run of the mill AI offering.

That's the problem. There really is no differentiation out there. You know you're all using pretty much the same thing when fanboy-ism rears its ugly head. "My ChatGPT is better than your Claude!" Or vice-versa ad-nauseum.

The only way to win in that environment is to leverage your other businesses to force use of your models onto the market.

But I guess, kudos to Apple for at least trying to improve their product. They really don't need to do that. But how long will that attitude last? Sooner or later even Apple will start foisting their models onto the markets by leveraging their other business lines. Like Microsoft has figured out recently, "hey, we don't need to be good at AI to win. We just need to force everyone to use our models!" Expect the same from Amazon, FB, Google et al.