UX will make or break any major new AI product - especially hardware. The price is steep but I think it's actually a sensible move. There really aren't that many other people with the proven ability to deliver when it comes to UX at scale for novel areas.
Ive is a very talented artist but AI is not being held back by people unwilling to courageously make things thinner and thinner.
I would imagine Ive looked at an Apple HomePod and thought “we could make this beautifully flat and hang it on the wall of every room in the house”. This might be a good idea but it in no way solves the major problems with AI/LLMs.
Jony Ive is great at UX when someone like Steve Jobs is there to veto stupid ideas.
For whoever is holding the bag at the end of it all.