Isn't the simplest answer to the question in your title that they are liars? Because they are liars.
Something I noticed in the presentation was that the iPhone 13 Pro has ProRes encode/decode baked directly into the A15 chip. I wonder if in a bigger chip for say a Macbook Pro or i/Mac Pro they could build a full Afterburner-esque chipset directly into the silicon. That would certainly be a coup for the Mac to be able to have ProRes acceleration (RAW or otherwise) baked in.
I guess that's one way to get folks to sign up for Creative Cloud
Yoooooo, I doubt that header image came from Apple.
What is the excitement of VR? Honestly, what value does it bring to a story? And as a filmmaker, how does this not make you lazy? The whole point of storytelling is the act of choosing what the audience should experience and how those choices make up the story. It seems like technology people expecting art to keep up with invention rather than invention following art. It's like theater without the immediacy.