Apple CEO John Ternus Says He Won’t Ship AI for AI’s Sake

Apple CEO John Ternus said Apple will use artificial intelligence in new products but will judge them by whether people value the results, rather than by the technology behind them.

“We don’t want to ship AI for AI’s sake,” Ternus said. He said Apple is “absolutely going to leverage AI” in its new products, adding that what matters is whether people love what the company builds.

Apple has often been described as behind in AI, particularly after a more powerful version of Siri was delayed. The updated assistant arrived this summer. Ternus said, “I really like where we’re at.”

Asked whether AI agents might make apps less necessary, Ternus said they could make life easier and described creating products as “deeply human and personal.”

The comments touch on Ternus’ earlier emphasis on devices over the AI model race.