Apple does not want to put artificial intelligence into its products just because it is fashionable. CEO John Ternus said so in an interview with Steven Levy of WIRED, published on October 30, defending the company's strategy at a time when many judge it behind its rivals.
Over the past two years Apple has often been described as behind on AI, especially after the delay of a more powerful version of Siri. Ternus, who became CEO at the start of September, acknowledges that "everyone has an opinion", but he is not changing course: "I really like where we're at."
The company's position is clear. Apple will use AI in its new products, Ternus said, but "we don't want to ship AI for AI's sake". The test, in his view, is different: when the work is done right, people should not have to wonder whether AI or traditional software made something happen. What matters is "did we build something that they really love".
Levy also asked whether AI agents could make apps unnecessary, reshaping the Apple ecosystem. Ternus replied that this could make life very easy, but that creating products is "a deeply human and personal thing, something that we love to do".
The answer confirms a precise choice: Apple aims to integrate AI discreetly, letting the experience speak for itself rather than showcasing the technology. Whether this approach will be enough to close the perceived gap with competitors remains to be seen.
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