Apple CEO says the company doesn't 'want to ship AI for AI's sake'
News Source
β’Sat, 31 Oct 2026 21:41:00 +0000
π° What Happened
Apple's new chief executive says the company will not add AI just to look modern. John Ternus told Wired's Steven Levy that Apple is 'absolutely going to leverage AI' in its products.
But he added, 'We don't want to ship AI for AI's sake.' In his view, good software should feel normal, and people should not have to think about whether AI made it work.
Ternus became CEO at the start of September after a long career as a senior Apple executive.
π The Backstory
Apple was slow to join the AI race. Rivals shipped chatbots and image tools while Apple stayed quiet, and its promised stronger Siri arrived late, only launching this summer.
That delay led many people to say Apple had fallen behind. The company's answer has been to fold AI into existing features rather than sell it as a separate product.
Ternus is also the first new CEO in more than a decade, so his words are being read as a sign of how Apple plans to compete.
π― Why It Matters
Apple sells phones to billions of people, so its choices shape what AI looks like on the device in your pocket, and whether you are asked to trust it.
Apple's new chief executive says the company will not add AI just to look modern. John Ternus told Wired's Steven Levy that Apple is 'absolutely going to leverage AI' in its products.
But he added, 'We don't want to ship AI for AI's sake.' In his view, good software should feel normal, and people should not have to think about whether AI made it work.
Ternus became CEO at the start of September after a long career as a senior Apple executive.
Apple was slow to join the AI race. Rivals shipped chatbots and image tools while Apple stayed quiet, and its promised stronger Siri arrived late, only launching this summer.
That delay led many people to say Apple had fallen behind. The company's answer has been to fold AI into existing features rather than sell it as a separate product.
Ternus is also the first new CEO in more than a decade, so his words are being read as a sign of how Apple plans to compete.
Apple sells phones to billions of people, so its choices shape what AI looks like on the device in your pocket, and whether you are asked to trust it.