They can't do that. If LLM's become a must-have consumer thing and they don't have something they lose control (ie the ability to take the bigger share of the profits) of their key product (iPhone).
Sorry I should have clarified. Continue with a deal with a top provider.
If Apple continues to make excellent hardware, maybe the best of those providers will pay them $10B a year to be the default models like Google paid them for search.
Their core competency is hardware. Let’s be honest nobody really runs Apple software on their Macs. Most of the software distribution is 3rd party. Very few people use Pages, for example.
