As if Apple won't be doing exactly what Microsoft is. Bothsides! They're ALL the same!
No, they aren't all the same. Apple has always been different, in that it's principally a hardware company, not a software company, which is what MSFT is. That has led to it developing the kind of products MSFT doesn't even work on. In the past, it's also created problems for the company, but once Jobs came up with the iPod, the company was ready for its second showtime. The iPhone, which can fairly be said to have changed the entire way we think about telephones and telephonic communication, put the cherry on top.
Apple can do what it wants, and the others should always keep an eye open. Sadly, Jobs died and no one with his abilities replaced him. But they may come up with a surprise. So far, they're doing nothing very interesting with AI, and haven't developed an LLM of their own.