Apple CEO John Ternus says AI push must deliver real value, not follow industry hype

The remarks come as Apple faces questions over its position in the increasingly competitive AI market.Apple CEO John Ternus has outlined the company's approach to artificial intelligence, saying it intends to deploy the technology where it can improve user experiences rather than introduce features simply to keep pace with competitors.In an interview with WIRED's Steven Levy, Ternus said Apple would continue leveraging AI to develop products that make everyday tasks easier.

However, he emphasised that the technology should remain secondary to the overall product experience.The remarks come as Apple faces questions over its position in the increasingly competitive AI market, with rivals such as Google making significant advances in AI-powered products and services.Ternus said the company's objective is to create products that customers value, without requiring them to distinguish between features powered by artificial intelligence and those built using conventional software.The Apple chief also addressed the possibility of AI agents changing how people interact with computers and applications.

While acknowledging that such systems could simplify everyday activities, he maintained that product creation remains a distinctly human and personal pursuit.On the growing concerns surrounding increasingly capable AI models, Ternus pointed to cybersecurity and user protection as key considerations.

He said Apple's priority is to ensure its products remain secure while safeguarding customer information.Ternus' comments signal a continued emphasis on integrating AI into Apple's existing product ecosystem rather than positioning the technology as an end in itself.