“Late to the hype” is actually a good thing. Gen AI is a scam wrapped in idiocy wrapped in a joke. That Apple is slow to ape the idiocy of microsoft is just fine.

They need to convince investors that this delay wasn't due to incompetence. The problem will only be somewhat effective as long as there isn't an innovation that makes AI more effective.

If that happens, Apple shareholders will, at best, ask the company to increase investment in that area or, at worst, to restructure the company, which could also mean a change in CEO.

Maybe they are so far behind because they jumped on the same train but then failed at achieving what they wanted based on the claims. And then they started digging around.

Apple always arrives late to any new tech, doesn't mean they haven't been working on it behind the scenes for just as long though...