During a recent interview with Wired’s Steven LevyApple CEO John Ternus defended the company’s current position in the AI environment.
In the past few years, Apple has often been described as lagging behind AI, particularly because it delayed the release of a more powerful version of Siri, which was finally launched this summer. But while Ternus — a longtime Apple executive who officially became CEO in early September — acknowledged that “everybody has an opinion,” he insisted, “I really like where we’re at.”
Ternus added that Apple will “absolutely use AI” in its new products, but said: “We don’t want to deliver AI for AI’s sake. When we do it right, people won’t have to think about whether it was AI or more traditional software. What does it matter, have we created something that they really love?”
And when Levy pressed him on whether AI could affect Apple and its ecosystem more dramatically, with agents potentially making things like apps unnecessary, Ternus replied, “I suppose it could make life really easy, but creating products is a deeply human and personal thing that we love to do.”
