John Ternus: Apple doesn't want to "ship AI for AI's sake"
Apple's new CEO says the company isn't behind on AI, and that the goal is for people not to wonder whether AI or ordinary software did the job, only whether they love the product.
John Ternus, Apple's new CEO, used an interview with Steven Levy of Wired to answer, for the first time on the record, the criticism that Apple has fallen behind in AI.
The problem: is Apple behind?
For a long time, analysts and users said Apple trailed OpenAI and Google:
- The more powerful version of Siri was delayed several times and only launched in summer 2026.
- In June, Apple revealed that the new Siri is built on Google Gemini, relying on another company for its AI.
- Apple paid $250 million this year to settle a lawsuit over AI features it advertised but didn't deliver on time.
Against that backdrop, Ternus took over from Tim Cook at the beginning of September.
What Ternus said
He acknowledged that "everyone has an opinion," but insisted: "I really like where we're at."
He said Apple is "absolutely going to leverage AI" in new products, but differently:
"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?"
Apple's answer: invisible AI
Apple's approach is for AI not to be a marketing label but part of the experience inside devices and apps. Examples from iOS 27:
- AI reply suggestions in Messages.
- Reframe and Extend photo editing in Photos.
- A dedicated Siri app that keeps past conversations.
On AI agents
Asked whether AI agents that act on your behalf could make apps unnecessary, Ternus said:
"That could make life really easy, I suppose, but the creation of products is a deeply human and personal thing, something that we love to do."
What it means for you
If you use an iPhone, don't expect Apple to loudly announce a new AI feature every week. The aim is features that quietly make daily tasks easier. The big question remains whether this slower approach can keep Apple competitive while OpenAI and Google ship new models every month.
About Ternus
- A longtime Apple executive.
- Named Cook's successor in April 2026; Cook hosted his last WWDC in June.
Founder and editor-in-chief of Kurd Developers. Phone and tech news on YouTube, Instagram and TikTok.
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