Apple CEO says company will adopt AI but won’t ship it just for the sake of AI

Apple CEO John Ternus told Wired’s Steven Levy that Apple will use artificial intelligence in its upcoming products, but the company is not interested in releasing AI simply because it is trendy. Ternus, who stepped into the chief‑executive role at the start of September, acknowledged that many observers have claimed Apple lags behind rivals in AI, noting the delayed launch of a more powerful Siri version that finally arrived this summer. He said, “Everyone has an opinion, but I really like where we’re at,” emphasizing confidence in the current strategy. The executive added that Apple’s AI work will be integrated so seamlessly that users won’t need to decide whether a feature is driven by AI or traditional software – the only question that matters is whether the result delights them. When pressed about the possibility that AI agents could make apps obsolete, Ternus replied that such a scenario might simplify life, yet creating products remains a deeply human and personal activity that Apple values. ## Context Apple’s cautious AI rollout reflects its broader philosophy of prioritising user experience over hype, a stance that contrasts with rivals who push AI features more aggressively. This approach aligns with Apple’s history of refining technologies before mass release, ensuring they meet the company’s standards for quality and privacy.