Most critics I see deal with the fact that they’re fad chasing and delivering without their flagship polish (for both new products and updates). This narrative is likely to push apple deeper into the well if it becomes the mainstream spin.
1. Siri has always been terrible. The rise of chatbots has made that fact even more obvious. It's such low hanging fruit to integrate some sort of llm chatbot. Why didn't they do it years ago?
2. Their advertisements all mention Apple Intelligence. Costco today was advertising "Macs with Apple Intelligence" as a headline feature. I use MacOS and iOS everyday and I'm not even sure what they are referring to. It's probably fine if their AI strategy isn't clear yet, but stop letting marketing act like they've already shipped it. That they have been promoting this non-existent feature since 2024 is embarrassing.However much value it may add it is guaranteed to do greater long term reputational damage in the current state.