Apple CEO says the company doesn’t ‘want to ship AI for AI’s sake’
In a Wired interview, Apple’s new CEO John Ternus says the firm will use AI but not just for its own sake.
During a recent interview with Wired’s Steven Levy, Apple CEO John Ternus defended the company’s current stance on artificial intelligence.
Apple has been described as lagging in AI, especially after delaying a more powerful version of Siri that finally launched this summer. Ternus, who officially became CEO at the beginning of September, acknowledged that “everyone has an opinion,” but added, “I really like where we’re at.”
He said Apple is “absolutely going to leverage AI” in new products, but warned, “We don’t want to ship AI for AI’s sake. When we’re doing it right, people won’t have to think about whether it was AI that made this happen or more traditional software. What matters is, did we build something that they really love?”
When Levy pressed on whether AI could dramatically reshape Apple’s ecosystem—potentially making apps unnecessary—Ternus replied, “That could make life really easy, I suppose, but the creation of products is a deeply human and personal thing, something that we love to do.”
Apple’s message, as conveyed by its chief executive, is that AI will be a tool, not the headline, and the company will continue to focus on building experiences that resonate with users.
