Apple CEO says the company doesn’t ‘want to ship AI for AI’s sake’
AI-summarised brief · reviewed before publication
Apple chief executive John Ternus told Wired’s Steven Levy that the company will use artificial intelligence in upcoming devices but refuses to “ship AI for AI’s sake.” Ternus, who assumed the CEO role in September, acknowledged criticism that Apple lags behind rivals after delaying a more capable Siri, which finally arrived this summer. He emphasized that successful AI integration should be invisible to users, blending seamlessly with traditional software to deliver experiences people love. When asked whether generative agents could render apps obsolete, Ternus said such a shift might simplify life but stressed that product creation remains a human, personal endeavor. He concluded he is pleased with Apple’s current AI strategy. Apple will embed AI in iPhone, iPad, Mac.
💡 Why It Matters
- · By refusing to chase hype, Apple positions its AI rollouts as differentiators rather than features, forcing rivals to prove functional value beyond novelty.