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Apple CEO Ternus says AI should serve products, not be an end in itself

John Ternus defended Apple’s AI position following delays to an upgraded Siri and said the company would use the technology in new products.

Smartphone displaying a digital assistant interface
Photo: TechCrunch

Apple CEO John Ternus said artificial intelligence would feature in the company’s new products, but argued that customer satisfaction should matter more than whether a feature uses AI or conventional software.

Speaking in an interview, Ternus expressed confidence in Apple’s position despite criticism that it has lagged in AI. A more capable Siri reached users after delays. Ternus, a longtime executive at Apple, took over as CEO at the beginning of September.

He said customers should not need to distinguish between experiences enabled by AI and those delivered through other software. His emphasis was on whether Apple creates products people love, rather than adding the technology simply to include it.

Asked whether AI agents could reshape Apple’s ecosystem by making apps unnecessary, Ternus acknowledged that such a development could make life easier. He nevertheless described creating products as a human, personal activity that the company values.

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Hao Chen

Technology Editor

Edits and reviews technology business stories: artificial intelligence, chips, big tech, software, cybersecurity incidents, start-ups and platform regulation.