Apple CEO Rejects Shipping AI for AI’s Sake

Apple CEO John Ternus has defended the company’s cautious approach to artificial intelligence, saying Apple does not want to ship AI for AI’s sake. In an interview with Wired’s Steven Levy, Ternus, who became Apple’s CEO in September, said he is comfortable with Apple’s position despite criticism that the company has lagged rivals in AI, particularly as it delayed the release of a more powerful version of Siri until this summer. Ternus said Apple will continue to incorporate AI into new products, but argued that the technology should feel natural rather than be treated as a standalone feature. He said the goal is for users not to question whether AI or more traditional software is responsible for a product’s functionality, with the real measure being whether Apple has created something people genuinely love. Asked whether AI agents could eventually reshape the app economy by automating tasks that currently require separate applications, Ternus acknowledged such systems could make users’ lives easier. However, he emphasized that product creation remains a deeply human and personal endeavor, reinforcing Apple’s focus on integrating AI in ways that serve users rather than pursuing AI capability for its own sake.