Honestly, I think part of the reason Apple hasn't jumped deep into AI is due to two big reasons:

1) Apple is not a data company.

2) Apple hasn't found a compelling, intuitive, and most of all, consistent, user experience for AI yet.

Regarding point 2: I haven't seen anyone share a hands down improved UX for a user driven product outside of something that is a variation of a chat bot. Even the main AI players can't advertise anything more than, "have AI plan your vacation".