Apple chief rejects AI-first strategy in favour of user experience

Apple chief executive John Ternus has defended the company’s approach to artificial intelligence, stating that the firm does not wish to deploy the technology merely for its own sake. Speaking to Wired’s Steven Levy, Ternus, who assumed the role of CEO at the start of September, emphasised that the primary objective is to create products that users genuinely love, rather than highlighting the underlying technology.

Ternus acknowledged that Apple has faced criticism for appearing to lag behind competitors in the AI sector, particularly following the delayed release of a more advanced version of Siri, which was finally launched this summer. Despite these perceptions, the executive expressed satisfaction with the company’s current position. He confirmed that Apple intends to leverage AI in future products but insisted that the implementation should be seamless, allowing users to focus on functionality rather than whether traditional software or AI is responsible for the outcome.

When questioned about the potential for AI agents to render traditional applications obsolete, Ternus maintained that product creation remains a deeply human and personal endeavour. He suggested that while AI could simplify aspects of life, the company’s passion lies in the craft of building products, a sentiment that underscores Apple’s continued focus on user-centric design over technological novelty.