Apple's New CEO Ternus: We Won't Do AI for AI's Sake, We'll Keep Winning Through Products
Apple's current CEO John Ternus said in an interview with Wired that Apple will use AI, but won't "do AI for AI's sake," and won't suddenly become an AI model company. He emphasized that he is a "product-focused CEO," and that AI will, like chips, screens and batteries, become an underlying capability that makes the iPhone, Mac and AirPods better, and that Apple will still win through products people genuinely love.
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Refusing to be kidnapped by AI! Apple's new chief Ternus's "hardcore" product manifesto IT Home Download the app for exclusive early access October 31, 2026 08:36:14 From Shandong Updated October 31, 2026 08:50:57
IT Home, October 31 news: Wired yesterday (October 30) published a blog post featuring an interview with Apple's current Chief Executive Officer John Ternus, discussing topics including the future direction of Apple's product development and its development in the AI field.
On products, Ternus repeatedly emphasized in the interview that he is a "product CEO": he loves products, values hardware and details, and hopes Apple will continue to win with "products people truly love" rather than with strategic slogans or management philosophy.
He made clear that Apple does not need to be "fixed," nor does he want to create dramatic change. He positions himself as a continuer who will carry on Apple's internal collaborative culture, product methodology and long-term accumulation.
On AI, faced with questions such as "Is Apple's Siri lagging behind?" and "Is Apple conservative on AI?", Ternus's answer was: Apple will use AI, but will not do "AI for AI's sake." Ternus believes that if AI is done well, users may not even need to be aware whether AI or traditional software is behind it; the only key is whether the product is easier to use and more lovable.
Ternus stressed that Apple will not suddenly become an AI model company; AI will, like chips, screens and batteries, become an underlying capability that makes the iPhone, Mac and AirPods better to use.
Wired's interpretation is that in the AI era, Apple still wants the outside world to believe that hardware, industrial design, chips and product experience remain its core competitiveness. Ternus has long led hardware engineering for the Mac, iPad, iPhone, Apple Watch, AirPods and more, and also deeply participated in the Mac's transition to Apple Silicon.
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