It's not really a pivot though, is it? As I understand it, the company went bust and sold their branding to a different company that wants to do AI infra.

They should make an app that can identify any bird. Then they will be able to justify it: we always wanted to live up to our name, the shoes were a side quest.

We live in an age when a guy who designed overblown mass-market "luxury" handbags and zero tech industry experience ends up in charge of software and hardware UX at the world's most successful mobile and computer hardware company. And be grossly incompetent, but still manage to last nearly a decade.