Tim Cook has been a stable hand at Apple, building on the success of the roadmap Steve had defined. But he's not Steve Jobs. It takes a visionary to look beyond all the noise of "what's next" and identify future technologies and how they'll meet a still unrequested need that'll intersect with that technology becoming available. Steve Jobs' gift was that he could see years and even decades in advance and would start skating towards that puck. Apple doesn't have that today.
Neglecting Siri will probably be Tim Cook's undoing, specially if they're now just reacting to generative AI. Apple isn't going to suddenly collapse just because it doesn't have an openAI competitor but it could gradually make Apple devices less competitive if say Google integrates Bard directly into Android at a time when every user wants apps with generative AI built in and importantly, every developer wants to build those apps. If they can't do it on iOS, they'll build them exclusively on Android and that's going to be a problem for Apple.
I started a thread in February where I go deeper into this subject and my fears of Apple having missed the boat are starting to be realized.