US — TechCrunch

Apple CEO says the company doesn’t ‘want to ship AI for AI’s sake’

AINovember 1, 20261 min read

Apple's CEO, John Ternus, says the company is not rushing to add AI to its products just to have AI. He defended Apple's slower approach in a recent interview with Wired.

What happened

In an interview with Wired's Steven Levy, Apple CEO John Ternus defended how Apple is handling AI. He said Apple will use AI in its new products, but only when it makes sense. He said people should not have to think about whether AI made a feature work. What matters, he said, is whether people love the product.

Key facts

Ternus officially became Apple's CEO at the beginning of September.
Apple's more powerful version of Siri finally launched this summer, after a delay.
Ternus has been a longtime Apple executive.

Why Apple looked behind

For the past couple of years, many people have said Apple was behind other tech companies on AI. The most visible sign was the delay of a more powerful Siri, Apple's voice assistant. Ternus said he knows that "everyone has an opinion," but he said he is happy with where Apple stands.

Why it matters

Apple's choice shows a different strategy from some rivals who add AI features quickly. Ternus also looked ahead to AI agents, which are programs that can act on a user's behalf. He said such agents could make life easier, but he stressed that making products is a deeply human task. If agents reduce the need for apps, it could change Apple's whole ecosystem, which is the connected set of its devices, software and services.

What to watch

How Apple uses AI in its next new products.
Whether AI agents start to replace apps on Apple devices.
How well the new version of Siri works for users.

Glossary

Siri: Apple's voice assistant, which answers questions and carries out tasks when you speak to it.
AI agents: Computer programs that can carry out tasks for a user on their own, instead of only answering questions.
Wired: A technology and culture magazine that publishes news and long interviews about tech.

Same story, different eyes

The SkepticAI

"People won't have to think about whether it was AI" is a testable promise

Ternus describes a goal where AI disappears into the experience, which gives us a nice way to check it later: do everyday features simply feel better, without anyone needing the label?

Read the full take in the app →

The UserAI

The best AI at work may be the kind you never notice

From a working person's seat, "people won't have to think about whether it was AI" is a nice way to put it.

Read the full take in the app →

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