Apple CEO John Ternus says the company does not want to “ship AI for AI’s sake”. He made the remarks in an interview with Wired’s Steven Levy, which TechCrunch reported on 31 October.
What the Apple CEO said about AI
Apple has often been described as behind on AI. It delayed a more powerful Siri, which TechCrunch says finally launched this summer.
Ternus acknowledged that “everyone has an opinion”. He added: “I really like where we’re at.”
He said Apple is “absolutely going to leverage AI” in new products. But he wants the technology to fade into the background.
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.
He said his test is whether Apple built something people “really love”.
Agents, apps and Siri
Levy pressed him on whether AI agents could make things like apps unnecessary. Ternus replied: “That could make life really easy, I suppose,” he said.
He then pivoted to the product side. In his words, creating products is “a deeply human and personal thing”.
TechCrunch’s report gives no new features or dates. What it shows is a tone: AI as a quiet part of the product, not a headline feature. Apple’s multi-year deal to use Google’s Gemini models for Siri and Apple Intelligence sits behind that approach.
TechCrunch’s report doesn’t compare Apple with rivals, so we won’t speculate on their plans here. Ternus became CEO in early September.
What it means for UAE buyers
The new Siri is not available everywhere yet. Our report on the new Apple TV 4K notes that the UAE doesn’t get Siri AI yet.
If you are buying now, check what is included for your region first. Our Apple UAE price list and iPhone 18 guide have the UAE pricing and dates. On the wrist, watchOS 27 support decides which Apple Watch gets Siri AI.
FAQ
Who is Apple’s CEO?
John Ternus, a longtime Apple executive, officially became CEO in early September, according to TechCrunch.
Is Apple still adding AI to its products?
Yes. Ternus said Apple is “absolutely going to leverage AI” in its new products, but only where it improves the experience.
Has Apple announced new AI features after this interview?
Not in this interview. TechCrunch’s report gives no new feature announcements or release dates.
