"The delay makes a lot of sense," Hamish Low, an analyst at Enders Analysis, told Business Insider. "Apple clearly got ahead of itself with Apple Intelligence with disappointing features, awkward marketing campaigns, and tepid consumer demand. Apple's position here is ultimately defensive, it has much more to lose than to gain from the AI race."

"Alexa+ is notable for at least claiming to bring much of the advanced functionality that you would want from a real AI assistant," Low said. "We will need to see how far it lives up to this with its public launch later this month, but its ability to plug into a host of APIs, and directly access and interact with websites in the background otherwise, is key."

It is this high degree of fragmentation, operators argue, that has driven up competition and pushed down prices, as usage of the network has surged. In the UK alone, mobile service revenues have fallen by almost 30 per cent in real terms over the past decade while mobile traffic levels are more than 30 times higher over the same period, according to Enders, the telecoms consultancy.

It could take years before Eutelsat can provide the Ukrainian military and civilians with connections that are on par with what’s currently available from Starlink, Enders Analysis’ researcher Hamish Low said.

“Starlink is just this insane moving target,” he said. “No matter how hard Eutelsat tries, they’re still going to be blown away over the next couple of years.”