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if apple's flailing around, not sure what to do, it seems to me that a decent placeholder would be:

- for each paying icloud customer

- run a small LLM model (llama or gemma3) that is fine-tuned on that customer's cloud content

- provide access to the model in a flashy new app which lets them ask questions about, search and generate derivative works from their own content

that's it

i bet a lot of people would like it