Apple CEO John Ternus Says Utility, Not AI Hype, Will Drive Products
Apple CEO John Ternus says AI will underpin new products without driving gimmicks, after a delayed, more powerful Siri launched in summer 2026 for users.
Summary
On October 31, 2026, Apple CEO John Ternus defended the company’s AI position in an interview with Steven Levy. Ternus, a longtime Apple executive who officially became CEO at the beginning of September, acknowledged criticism but said he likes where Apple stands. Apple had often been characterized as trailing in AI during the previous couple of years, particularly after delaying a more powerful Siri until summer 2026.
Ternus said Apple will use AI in new products but will prioritize experiences customers value over promoting the underlying technology. He wants AI and traditional software to blend seamlessly. Asked whether AI agents could make apps unnecessary and dramatically reshape Apple’s ecosystem, Ternus said they could simplify life, while arguing that creating products remains deeply human and personal. Apple provided no specifics about its next AI-powered products.
Positives
- Summer 2026 brought Apple’s delayed, more powerful Siri to users.
- Apple will use AI in new products while prioritizing customer value over marketing the technology itself.
- AI and traditional software could blend into experiences that do not require customers to distinguish between them.
- AI agents could simplify users’ lives, Ternus said.
Risks & concerns
- Apple was frequently characterized as trailing in AI during the previous couple of years.
- The more powerful version of Siri was delayed before finally launching in summer 2026.
- AI agents could make apps unnecessary and dramatically disrupt Apple’s ecosystem.
- Apple identified no specific forthcoming AI products or launch dates.