I think of AI as being roughly the same moral caliber as cigarettes. Apple has never had to make a cigarette ad before, so it doesn't surprise me that they're not good at it. It's hard to come out right and say, "We've bet billions of dollars that we can convince you not to think for yourself anymore."

The product is asking your to give up your creativity, your will for self improvement, your potential to excel. Once you externalize these parts of your brain to someone else who you have to pay to think for you, after a long enough time you will have nothing at all to offer society yourself.