Apple’s AI Strategy: Ternus Opposes “AI for AI’s Sake”

Apple CEO John Ternus explained the company’s AI strategy in an interview with WIRED’s Steven Levy: the technology should help create products people like. Ternus took the helm at Apple in early September 2026.

“We don’t want to ship AI for AI’s sake,” he said. According to Ternus, when it’s done well, users won’t have to think about whether artificial intelligence or conventional software delivered the result. The main test is whether the company has created something people truly love.

Levy offered two interpretations of Apple’s position: the company is falling behind because of problems developing Siri, or it is wisely avoiding heavy spending on cutting-edge models while integrating AI into its products. “Everyone has an opinion. I really like where we’re at,” Ternus replied. He emphasized that Apple intends to use AI to improve users’ lives.

The journalist also asked about a future in which AI agents—programs that carry out users’ instructions—make apps unnecessary. Ternus acknowledged that this could make life easier, but emphasized that creating products is “a deeply human and personal thing” that people at Apple love doing.

Asked about AI regulation, he said the company is focused on the safety and security of its products and protecting users’ information.