Apple CEO John Ternus discussed the company’s AI strategy in a Wired interview with Steven Levy, responding to perceptions that Apple has been behind on AI. Apple delayed a more powerful version of Siri, which finally launched this summer. Ternus, who became CEO at the beginning of September, acknowledged that “everyone has an opinion” but said, “I really like where we’re at.” He added that Apple is “absolutely going to leverage AI” in its new products, while making clear: “We don’t want to ship AI for AI’s sake. 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. What matters is, did we build something that they really love?”

Asked whether AI agents could make apps unnecessary, Ternus replied, “That could make life really easy, I suppose, but the creation of products is a deeply human and personal thing, something that we love to do.” His comments emphasize user experience over AI adoption for its own sake, without directly addressing whether Apple’s slower AI rollout is a competitive risk.