AI makes people uncomfortable. Apple is selling products and is quite aware of how you feel as you consider purchases. Plus they have no advantage here.
I don't know if it's one thing. The sometimes creepy generative art, the LLMs and capability overhang, alignment, job security. None of it gives me a warm fuzzy so unless you're directly selling me models it's probably best not to bring it up. Even companies who are using it on the backend can't get much play because of course you're going to use it.