They obviously want to run AI models on their phone.
In theory it sounds alright, although in reality, the heat and power consumption make this less than ideal.
I am not sure single digit tk/s on weak model like ChatGPT OSS 20b @ Q3_K_M is going to be worthwhile.
Not to mention this has to be <0.01% of users who "want" to do this. The iPhone tooling would make it hard to even configure and spin up a local LLM.
Very obviously you get a Mac Studio for that, not a phone. (Oh, the 96GB Studio is almost $6000, you counter? Imagine how much it would cost in a phone form factor).
You can't possibly expect Apple to take that market segment seriously.