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Apple is preparing to expand its use of artificial intelligence, but the company does not plan to introduce features simply to keep up with industry trends. CEO John Ternus said that AI must serve a clear purpose and improve the experience of using Apple products.
In a recent interview with Wired journalist Steven Levy, Ternus defended Apple's position in the competitive AI market. He said the company was fully committed to using AI but wanted its applications to deliver meaningful benefits.
“We don’t want to ship AI for AI’s sake,” Ternus said. He added that users should not have to think about whether a feature works through AI or traditional software. What matters, according to him, is whether the final product is something customers genuinely value.
Apple has faced criticism over its pace of AI development, particularly after delaying a more advanced version of Siri. The upgraded assistant eventually launched this summer, drawing fresh attention to the company's plans for artificial intelligence.
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Ternus, who became Apple's CEO at the beginning of September, said he was comfortable with the company's current direction. His comments suggest that Apple intends to focus on practical features rather than competing through the number of AI tools it releases. This approach could shape how the company integrates AI into future devices, software and services.
The interview also touched on the possibility of AI agents changing how people interact with computers.
Ternus added that Apple is “absolutely going to leverage AI” in its new products, but he said, “We don’t want to ship AI for AI’s sake. When we’re doing it right, people won’t have to think about whether it was AI that made this happen or more traditional software. What matters is, did we build something that they really love?”
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Ternus admitted that this technology would allow people to complete their regular chores with ease. Nevertheless, he believed that the creation of products is a very personal experience. He also touched upon the topic of product security and privacy of users. Instead of having a stance on any artificial intelligence policies, Ternus stated that the main aim of Apple was to provide secure products for users.
These statements shed some light on the AI policy of Apple under its new management – use innovative technology if it makes products better but not to the extent when AI becomes the product itself.