AI - Apple's next killer product

Eric Jackson in a post in Forbes makes the case that Artificial Intelligence "will be the horsepower that bridges the gulf" between our expectations of what apps can do and their current performance. He argues that Apple has "the time, the right AI people, data and money" to make this happen. I would argue that Google is in a similar position; after all Google's Director of Research, Peter Norvig, co-authored the standard AI teaching text (AI: A Modern Approach), and Google has both data and money.
    Despite this though I don't agree with Jackson's thesis. When AI works it becomes invisible, people are unaware of it, therefore it will not be the "next killer product." AI may well make the next generation of smart devices work better but most users will be unaware of it.