Apple CEO John Ternus
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.
“Everyone has an opinion – I really like where we’re at,” Ternus said in an interview with Wired. He added: “I would hope people recognise that the work we do is building incredible products that make their lives better. We’re absolutely going to leverage AI to do that. We don’t want to ship AI for AI’s sake. What matters is, did we build something that they really love? Microsoft, Meta and OpenAI pour resources into tools designed to write code, replace entire workflows, generate autonomous content and deploy independent agents that act without asking, another faction predicts AI will completely absorb the traditional app ecosystem While rivals like Google . The stance creates a visible contrast between Apple and the rest of Silicon Valley. Ternus is drawing a line between pure automation and human craftsmanship, asserting that product creation still hinges on taste, judgment and human involvement While competitors push to automate workflows and substitute human labour with AI models. Addressing questions regarding AI regulation, Ternus steered the focus back toward device integrity, cybersecurity and protecting consumer privacy.
He took the helm of the company during a time of significant technological disruption in its 50-year history. As tech giants race to deploy artificial intelligence (AI) tools and autonomous agents across every layer of computing, Apple ’s new CEO John Ternus is taking a sharply different path. Ternus made it clear that Apple will not chase AI simply for the sake of following industry trends. Instead, he argued that the real test is user experience, not the technology powering it behind the scenes.