They should take the apple approach. There will be hundreds of options when they decide they really need an “AI strategy” it will fizzle out. It’s pretty obvious for Apple that they can use AI for some tasks and they’ll work it in practically as opposed to panic Keeping Up With the Jones’ mode. Apple is doing it the right way, since they aren’t actually in the AI business (yet), just a consumer. This is the way people need to think. When an actual use for LLMs presents itself then there will be plenty options, no need to panic.
