AI isn't a gimmick, but a huge portion of the way it's presented to consumers is, especially given the fact that it never really was meant for consumers. As an Apple user, I'm thrilled at how "behind" they are.
But also, their tendency to "not fall from gimmicks" sometimes makes it so we didn't get a 2nd mouse button for decades. Ultimately, the way they implemented this was super cool, but still.
The balancing act of figuring out what you can reasonably rely on from an LLM and what you need to be skeptical or dismissive of is not the type of experience an iPhone user should be expected to navigate.
But also, their tendency to "not fall from gimmicks" sometimes makes it so we didn't get a 2nd mouse button for decades. Ultimately, the way they implemented this was super cool, but still.