Ternus: We do not offer artificial intelligence just for the sake of it

Apple CEO John Ternus explained the company's approach to artificial intelligence. Speaking to Wired magazine's Steven Levy, Ternus defended the current position in the AI ​​race. Additionally, when explaining its artificial intelligence strategy, Ternus emphasized user experience rather than demonstration.

Ternus officially became Apple's top executive at the beginning of September. For this reason, the interview is of particular importance. Moreover, it was one of the new CEO's most comprehensive statements on the subject.

How does Ternus AI strategy respond to criticism of lag?

Apple has been criticized for falling behind its competitors in the field of artificial intelligence for the last few years. In particular, the delay of the more capable version of Siri is at the center of these criticisms. However, the company does not accept these claims.

Referring to the discussions in the industry, Ternus said: "Everyone has an opinion, but I am really pleased with where we are." He also stated that Apple will definitely benefit from artificial intelligence in its new products.

Therefore, the criticisms do not seem to have changed Ternus' perspective. Because the CEO clearly said that he is satisfied with the point the company has reached. However, he was clear that artificial intelligence would be included in the products.

"The important thing is to develop popular products"

Ternus summarized the company's basic philosophy with these words:

"We don't want to deliver AI just for the sake of it. When we do it right, users won't have to worry about whether AI or traditional software is behind it. What really matters is whether we're building something people will actually love."

In other words, Apple sees artificial intelligence not as a marketing headline, but as a tool that works in the background. Therefore, the Ternus artificial intelligence strategy focuses on the outcome of the technology rather than its name. What is important for the user is that the product works well.

On the other hand, this approach means that artificial intelligence may remain in the background in products. For example, the user will not have to know which technology a feature works with. Moreover, the criterion for the company is whether people like that product or not.

Will Artificial Intelligence Agents Replace Applications?

Levy asked whether autonomous AI agents will make traditional applications redundant. The question pointed to a scenario that could radically change the Apple ecosystem. Ternus drew attention to the human-oriented aspect of the process.

The CEO acknowledged that such scenarios can make life easier. Still, he commented: "However, the product development process is a very human and personal phenomenon, it is what we love to do most."

This response also shows the human-centered side of the Ternus artificial intelligence strategy. Because Ternus did not describe product development as just a technical job. But he did not deny that autonomous agents could make life easier.

Finally, no clear date for a new product or Siri was shared in the interview. On the other hand, it was confirmed in Ternus' words that Apple's artificial intelligence features will be included in new products.