Apple SVP Greg Joswiak：我们不觉得 OpenAI 硬件计划构成威胁

OpenAI

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Apple SVP Greg Joswiak: ‘We don’t feel threatened’ by OpenAI hardware plans

Ryan Christoffel | Oct 15 2026 - 8:05 am PT

Today in a new story at TIME, the publication interviewed CEO John Ternus but also spoke to Greg “Joz” Joswiak, Apple’s SVP of Worldwide Marketing, who addressed the “lunatic fringe” of AI in Silicon Valley, hardware threats from OpenAI, and more.

Here’s what Greg Joswiak said about Apple’s AI strategy, threats from OpenAI, more

TIME picked the iPhone Duo as one of 2026’s best inventions and interviewed CEO John Ternus plus a few other Apple execs for the story.

One of those other interviewees, SVP of Worldwide Marketing Greg Joswiak, addressed Apple’s AI strategy, OpenAI hardware efforts, and more.

When asked about the ChatGPT maker’s hardware plans, Joswiak said: “We don’t feel threatened. The fact that we can do the integration that we can means we can create just a better experience than anybody else.”

Apple’s integration of hardware, software, and services has long been central to the company’s product ethos. And it clearly believes those ecosystem strengths will be a strong defense against new competitors.

Top comment by Zach Chadwick

Liked by 3 people

I think this is a great way of looking at it. Apple has always promoted Apple Intelligence as way to assist you in what you already do - not to completely take it over, and have you forget you ever did it.

AI is here, but for how long? With growing backlash, companies re-hiring employees once fired to be replaced by AI… backlash is growing.

AI was and IS being used a scapegoat by companies to lay off employees, and proclaim improvement of efficiency. While boosting stock prices temporarily.

These same companies should be taxed much higher than if they maintained employees. Having a human to authorize and final review proposes by AI should ALWAYS Be how it’s utilized.

If you lay everyone off, who’s going to have cash to buy your product?

We all learned during COVID, that the government is as slow as a snail when it comes to providing assistance in how much of us needed it.

We’re cutting SS, Medicare, and have been for decades. Where if AI were to layoff most people, how would Universal Basic Income work and be allotted for? View all comments

Joswiak also implies that perhaps OpenAI’s products won’t have as broad appeal as Apple devices do. From the story’s very next paragraph:

Joswiak adds that Apple isn’t making products for the die-hard AI believers chasing superintelligence. “We love them, and they can use it too, but that’s not our target,” he says. “It’s how to make it better for everyday people.”

This sort of split between the average person and the AI enthusiast is also highlighted by Joswiak elsewhere in the interview. Andrew Chow writes:

While Apple trains its own models, it is nowhere near the technology’s frontier, leaving the company vulnerable to being left behind if super-smart AI transforms industry and society in the coming years…But Ternus and other Apple executives say they aren’t concerned. In the midst of a populist AI backlash, they contend that they are building a modest but personalized and privacy-preserving form of AI that will actually help ordinary people as opposed to merely dazzling Silicon Valley’s “lunatic fringe,” as Greg Joswiak, senior vice president of worldwide marketing, puts it.

Joswiak doesn’t define this “lunatic fringe,” but by contrasting it with Apple’s own efforts to “help ordinary people,” he’s making a clear distinction.

What are your takeaways from Greg Joswiak’s remarks on AI? Let us know in the comments.

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Ryan got his start in journalism as an Editor at MacStories, where he worked for four years covering Apple news, writing app reviews, and more. For two years he co-hosted the Adapt podcast on Relay FM, which focused entirely on the iPad. As a result, it should come as no surprise that his favorite Apple device is the iPad Pro.

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