> But actually, Amazon, Apple etc aren't natural homes for this, they don't need to burn money to chase it.

Why wouldn't consumer AI be a natural home for Apple?

Apple is constantly under blast for being slow to AI but if you look at the current state of AI, it feels like something Apple would never release -- the quality just isn't there. I don't necessarily think Apple only dipping their toes into AI is that poor of a decision right now. They still have the ability to blow the roof off the market with agents and device integration whenever the tech is far enough along to be trustworthy to the average consumer.