Apple’s CEO John Ternus recently addressed the company’s approach to artificial intelligence in an interview with Wired’s Steven Levy. While Apple has faced criticism for lagging behind in the AI race, notably with the delayed upgrade of Siri until its summer 2026 release, Ternus expressed confidence in Apple’s current AI strategy. He emphasized that the company has no intention of integrating AI technologies simply for the sake of it; instead, the focus is on meaningful and functional innovations that users will genuinely appreciate.

Ternus highlighted that Apple plans to incorporate AI into its upcoming products, but the key measure of success will be whether these innovations truly enhance user experience without making users question the technology behind the scenes. He stressed that effective AI implementations would feel seamless, blending naturally with traditional software to solve real problems, rather than existing as visible or gimmicky features.

When questioned about AI’s potential to disrupt the software ecosystem, particularly with AI agents possibly replacing traditional apps, Ternus acknowledged the possibility but reaffirmed Apple’s belief in the human element of product creation. He suggested that innovation at Apple remains deeply personal and creative, implying that technological progress should complement human creativity rather than replace it.

This conversation comes on the heels of Ternus officially becoming Apple’s CEO in early September 2026. As he navigates the company through a highly competitive and evolving AI landscape, his remarks reinforce Apple's cautious but deliberate approach, aiming to balance cutting-edge AI with its hallmark focus on user-centric design and practical utility.