Apple CEO Ternus Says Company Won't Ship AI Just for the Sake of It

Apple chief executive John Ternus has pushed back on the idea that his company trails rivals in artificial intelligence, saying Apple will not release AI features simply to have them. He made the remarks in an interview with Wired's Steven Levy, according to TechCrunch.

Ternus, a longtime Apple executive who took the top job at the start of September, said opinions about the company's standing vary widely, but he is happy with where Apple sits. Apple has frequently been called a laggard in AI over the past two years, particularly after it pushed back a more capable version of Siri. That release finally arrived this summer.

The CEO said Apple will definitely put AI to work in its products. Still, he argued that the technology should not be the point. When Apple gets the work right, he said, users should not need to wonder whether AI or conventional software produced a result. The question that counts, in his view, is whether the company made something people genuinely like.

Levy also asked whether AI could reshape Apple and its ecosystem more deeply, with agents possibly rendering apps unnecessary. Ternus responded that such a shift might simplify things for users. Even so, he described building products as a human and personal pursuit that Apple enjoys.

Ternus became CEO after a long career at the company. His comments come as Apple works to position itself in a market where rivals have made AI a central selling point. The interview was conducted by Levy for Wired.

TechCrunch, which reported the interview, is also promoting its Founder Summit, which starts Nov. 4 at 9:00 a.m. ET. The publication is offering pass savings and deals ahead of the event.