That’s fair. They’re behind, but definitely playing. “Apple Intelligence” has been around for a year, just badly under-developed.

Apple plans to ‘significantly’ grow AI investments, Cook says | TechCrunch

“We see AI as one of the most profound technologies of our lifetime. We are embedding it across our devices and platforms and across the company. We are also significantly growing our investments,” CEO Tim Cook said on the Q3 2025 earnings call with investors.