John Ternus told Wired that Apple does not want to ship artificial intelligence for its own sake. The new CEO defended the company’s current position after delays pushed a more powerful version of Siri until this summer. He insisted that the team is satisfied with where they stand despite external opinions. Ternus stated that Apple will absolutely use AI in new products, but he wants the technology to feel like traditional software rather than a distinct feature. He argued that success depends on building something people love, not on highlighting the underlying model.
This stance suggests a continued focus on user experience over technological novelty within the ecosystem. Ternus noted that while agents might simplify life, product creation remains a deeply human activity for the company. He implied that apps will not become unnecessary even if agents emerge. The comments reinforce a strategy where AI serves existing workflows invisibly instead of driving the market through hype.
- Ternus became CEO in September
- Siri received a power update this summer
- Agents may simplify life but not replace product creation
