It's relevant because it hooks people into an ecosystem. It builds brand loyalty when they have a good experience with the product...and the services that come with it (Music, Apple TV, iCloud, etc.).

I'm not suggesting MacBook Neo is a competitor to what OpenAI will release. I'm suggesting Apple will be a brand competitor, and getting people familiar with the Apple ecosystem from now will potentially lead to higher loyalty when it comes time to decide between OpenAI product vs Apple AI product.