Siri or AI voice assistance was Steve Jobs next big plan, and Tim Cook whiffed

It's really crazy to think Steve Jobs decided to acquire an AI voice assistance company in 2010. In 2010. Only for Apple to whiff, useing OpenAI and Gemini. The question is, how many strikes equals an out for Apple. 1? 2? 3? or? is Apple invincible? Do they have 9 lives?