other companies should also follow that trend, use ai for useful features, just give the feature a good name... no need to mention "ai"... because next year it could be something else that is powering the feature.
But by AI, people mean LLM and context. Remember what I told you -- yesterday I was booking a flight, can we check the prices again? What happened to that hotel booking? Dozens of other use cases. A private AI with awesome memory and zero hallucinations will be ... awesome.
If you're only talking language models, Apple has on-device language models available to developers and end-users via Shortcuts, and image generation for emojis. They just don't advertise most of their neural network models as "AI".