What changed
Apple CEO John Ternus stated during an interview with Wired’s Steven Levy that the company does not want to ship AI for AI’s sake. Ternus, who became CEO in September 2026, acknowledged that Apple has been described as lagging in AI development, particularly with the delayed release of a more powerful Siri version, which launched this summer. However, he expressed confidence in the company’s current approach to AI integration.
What this means in practice
Ternus emphasized that Apple plans to leverage AI in new products but stressed that the focus should be on creating user-centric experiences. He explained that when AI is implemented correctly, users should not even notice it was AI that enabled the functionality. Instead, the priority is to build products that users genuinely love. Ternus also addressed concerns about AI potentially making apps unnecessary, suggesting that while AI could simplify tasks, product creation remains a deeply human and personal endeavor.
Limitations and availability
The supplied announcement does not specify any concrete details about the AI features or products that will be released. It also does not mention any timelines or availability dates for these features. Ternus’ comments reflect Apple’s strategic approach to AI integration, but no specific technical specifications or product updates were outlined in the interview.
