Think Apple are well aware they got a bit of a raw deal with OpenAI but it was the only option on the table. Their weekness and pure stupidity with Siri became a massive elephant in the room the second chatgpt was released, and then once people saw the advanced voice mode it just made it all that more obvious how crap Apple were at AI assistants.

I dare say in 5 years time they'll be up there but for now they're heavily reliant on OpenAI to provide any guise of them having anything to offer.