Apple CEO John Ternus says AI will stay hidden inside products
Overview
Apple CEO John Ternus tells Wired that Apple will use AI but will not build it for its own sake, and that the technology should be invisible to users when the product works better.
Ternus says Apple will not become an AI model company and will treat AI as a foundational capability, alongside chips, screens and batteries.
He also rejects the view that AI agents will fully replace apps and product creation. Ternus says Apple will keep building around devices, software and user experience, according to a report by IThome.
Written by AI from the articles below · updated Oct 30, 10:55 PM ET
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The articles in this story. Times are ET.
- IThome · AINewsApple CEO John Ternus says AI will stay hidden inside products, not sold as a standalone goal
AIApple CEO John Ternus tells Wired that Apple will use AI but will not build AI for its own sake, and that the technology should be invisible to users if the product works better. He rejects the view that AI agents will fully replace apps and product creation, saying Apple will keep building around devices, software and experience. Ternus says Apple will not become an AI model company and will treat AI as foundational capability, like chips, screens and batteries.
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