Very lightweight article. Let’s consider a different marketing angle:

Scene: Deutsche Telekom boardroom

CEO: we want a way to differentiate our devices

CTO: you mean like back in the 00’s when we built our crapplets into the firmware for feature phones using our network, made them non uninstallable and permanent default for common operations?

CEO: yes, exactly! We used to have a Deutsche Telekom web browser, a DT messaging app, DT social media app…

CTO: Customers today wouldn’t go for that. They want iPhones and Google play store. Look what happened with Huawei.

CEO: we just need to convince them that they don’t need any of that… And make sure that they couldn’t install third party stuff after market…

CTO: so a phone with no apps then?

CEO: no, a phone with one app that can do everything, that we control.

CTO: how are we going to sell a phone with a single pre installed app and convince customers that it’s better than having an app store? How can we convince them it can do everything?

CEO and CTO together: We call it AI interface!