Apple CEO says the company doesn’t ‘want to ship AI for AI’s sake’
techcrunch ·
Apple CEO John Ternus recently defended the company's approach to artificial intelligence during an interview with Wired’s Steven Levy. Although Apple has faced criticism for appearing behind competitors, particularly due to delays in upgrading Siri, Ternus expressed satisfaction with their current trajectory. He emphasized that while Apple will continue to integrate AI into new products, the goal is not to implement technology merely for its own sake. Instead, the focus remains on creating user experiences where the underlying technology becomes invisible and secondary to user enjoyment. When asked if AI agents might eventually render traditional apps obsolete, Ternus acknowledged the potential convenience but stressed that product creation is a deeply human endeavor. This perspective highlights Apple's commitment to prioritizing user love and personal connection over raw technological novelty.
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