Apple CEO Defends Slow and Steady Approach to Consumer AI

Apple CEO John Ternus is pushing back against criticism that the Cupertino-based company is falling behind in the artificial intelligence race. During a recent interview with Wired journalist Steven Levy, the longtime executive defended Apple's deliberate pace when integrating advanced machine learning tools into its ecosystem.

While acknowledging that market observers have plenty of opinions about the delayed rollout of upgraded Siri features that eventually launched over the summer, Ternus insisted he is confident in the company's trajectory. Apple plans to continue leveraging AI within its upcoming hardware and software lineup, but leadership remains focused on practical user experiences rather than chasing industry hype.

"We don’t want to ship AI for AI’s sake," Ternus told Wired. He emphasized that seamless integration matters most to users, noting that successful features should feel indistinguishable from traditional software. When questioned about whether autonomous software agents might eventually render traditional apps obsolete, Ternus maintained that building personal tech products remains a fundamentally human endeavor.