Their entire OS line-up is a mess and bug-ridden at this point; Apple insists on adding gimmicky features instead on on focusing on correcting embarassing and unjustifiable bugs.

And then there's this AI mess nobody asked for - if at least it worked, but it's an embarrassing mash up of tech from other companies, incomplete and unusable, when it is even released.

They could have played it safe and just used the "beta feature" card to roll this out progressively and iterate, but instead they went all out and splashed Apple Intelligence all over the place for every new device and OS hitting the market. It was the only major thing they had to say about the iPhone 16 line, iPad Pros, Macbooks and desktop Macs, etc.

They did this to themselves like a bunch of inexperienced and overeager sales interns.

This is definitely a concept video made during Jobs' reign (1987): https://www.youtube.com/watch?v=umJsITGzXd0

Too much magic, though. Selling tech as magic is the problem for society, but that just turns everyone into a gawping consumer where the vendor has all the power.