Because they want to have their own belief—that AI is more important than others believe it to be—reinforced. They think it's important and significant, so anybody who doesn't must be an uninformed, unimaginative idiot (or a failing company).
This will play out exactly how you think. The hubris will be confronted with harsh reality at some point, all of the chest puffers will get real quiet, and companies like Apple will look wise for not getting too involved, too soon.
This will play out exactly how you think. The hubris will be confronted with harsh reality at some point, all of the chest puffers will get real quiet, and companies like Apple will look wise for not getting too involved, too soon.