The appetite to adopt AI seems to be higher than other major technological advances that we've had in the past. There are a few reasons which but I think it's partly because AI is fun, easily accessible and culturally we have been preparing for it for a long time. This preparation and introduction into our consciousness started decades ago in the form of science fiction films, TV and books. More recently many of us were introduced to AI through our devices in the form of Siri, Cortana, Google Assistant, and Alexa. It's an extreme example of successful change management and as a culture, we are ready to accept AI it into our lives.
The TL;DR version is: pretty much what they did in 2016. Update popular hardware, expand services, steer clear of new product categories and make a boatload of money. However, buried inside those pat and rather obvious observations is a company that may be in search of its mojo. There is nothing wrong with Apple or its offerings, but the company that reinvented and reinvigorated numerous product categories has spent the last two years polishing its own Apples. In my totally anecdotal Twitter poll on which word best described Apple in in 2016 -- Aggressive, Innovative, Slipping, Successful -- Slipping won by a commanding margin.