Personally, Google lost me as a search customer (after 25 years) when they opted me into AI search features without my permission.
Not only am I not interested in free tier AI services, but forcing them on me is a good way to lose me as a customer.
The nice thing about Apple Intelligence is that it has an easy to find off switch for customers who don't care for it.
"It’s like they spent $300 million on the movie, and then.. They just used Papyrus."