Apple CEO John Ternus has defended the company’s approach to artificial intelligence, saying Apple will prioritize practical features and user experience rather than introducing AI technology without a clear purpose. His comments follow criticism of Apple’s slower AI development and repeated delays to its upgraded Siri assistant, which was released earlier this year.
During a recent interview with Wired, Ternus acknowledged that people have different opinions about Apple’s position in AI but expressed confidence in the company’s direction. He said Apple intends to incorporate AI into its products while ensuring the technology serves functions that customers find useful.
Apple Prioritizes User Experience Over AI Features
Ternus said Apple does not intend to introduce AI capabilities simply because the technology is available. Instead, the company wants AI to work alongside traditional software, allowing customers to benefit from improvements without needing to distinguish between the underlying technologies.
“We don’t want to ship AI for AI’s sake,” Ternus told Wired, explaining that the company’s priority remains creating products that customers value.
His comments come after Apple faced criticism for delaying a more capable version of Siri, initially expected to provide more advanced conversational and personalized assistance. The company eventually released its upgraded Siri AI in September 2026, introducing improved contextual understanding, broader knowledge, and deeper integration with applications.
The update allows Siri to use information from messages, emails, and other supported apps to respond to requests. It also adds onscreen awareness and the ability to perform more actions across Apple’s operating systems.
Ternus Addresses AI Agents and the Future of Applications
During the interview, Wired journalist Steven Levy asked whether AI agents could eventually replace conventional applications by completing tasks directly through automated systems. Such technology could change how people interact with software and access digital services.
Ternus acknowledged that AI agents could simplify certain activities but emphasized the importance of human involvement in product development. He described the creation of products as a personal process that Apple intends to preserve as AI capabilities advance.
Ternus officially became Apple’s CEO on September 1, 2026, succeeding Tim Cook, who transitioned to executive chairman. The leadership change followed Apple’s succession announcement in April, after Ternus spent more than two decades at the company, including serving as senior vice president of Hardware Engineering.
As hardware engineering chief, Ternus oversaw development across several product categories, including iPhone, Mac, iPad, and AirPods. His appointment placed him in charge of Apple’s product and software development as the company continued expanding its AI capabilities.
Featured image credits: Wikimedia Commons
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