Just because you make the hardware doesn't mean you have to build the software. Not really sure why you'd expect Apple to feel like that's something they should be involved with at all.
it's because there is some sense among the physics-challenged that apple has to support it in hardware, as if we're a generation away from placing the burn-inducing, fusion-reactor-draining h100s in people's pocket it would take to run a model that impresses them as much as the tech demos of today