Apple CEO John Ternus discussed the company's approach to the AI landscape, addressing past software delays and outlining how Apple plans to integrate artificial intelligence into future products without shipping features simply for the sake of technology.
In recent years, Apple has often been criticized for lagging behind in technology. The main reason was the delays in releasing a more powerful version of the digital assistant Siri, which finally became available in the summer of 2026. Ternus officially took over the reins of the company as CEO in early September 2026.
The company's stance and the role of technology
During the discussion, Ternus made it clear that Apple definitely intends to utilize artificial intelligence in its new products, but emphasized that it is not going to add it simply for the sake of impressing.
According to him, when this technology is integrated correctly, users don't have to wonder whether a feature is based on artificial intelligence or traditional software. All that matters is that they enjoy the end result.
The future of apps
Responding to a question about whether new automated systems could in the future make apps redundant, the Apple chief acknowledged that doing so could make life much easier.
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However, he stressed that product creation remains a deeply human and personal process, which the company continues to enjoy.
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