It's such a pity to see how much respect Apple has lost due to its lack of real technological ambition. Just a few years ago, Apple was admired for pushing boundaries—now it feels like history is repeating itself.
There have been little refinements but airliners look the same as they did in the 60s and the basics of all of it are just the same as they were 60 years ago as now.
Operating systems are the same.
They could have worked on improving Siri and captured the most of the AI Assistant market but they simply dropped the ball.