Apple CEO says the company doesn’t ‘want to ship AI for AI’s sake’

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In Brief Posted: 2:41 PM PDT · October 31, 2026 Image Credits:Mario Tama / Getty Images Anthony Ha Apple CEO says the company doesn’t ‘want to ship AI for AI’s sake’ During a recent interview with Wired’s Steven Levy, Apple CEO John Ternus defended the company’s current position in the AI landscape. Over the past couple years, Apple has often been described as behind on AI, especially as it delayed the release of a more powerful version of Siri, which finally launched this summer. But while Ternus — a longtime Apple executive who officially became CEO at the beginning of September — acknowledged that “everyone has an opinion,” he insisted, “I really like where we’re at.” Ternus added that Apple is “absolutely going to leverage AI” in its new products, but he said, “We don’t want to ship AI for AI’s sake. 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. What matters is, did we build something that they really love?

” And when Levy pressed him on whether AI might affect Apple and its ecosystem more dramatically, with agents potentially making things like apps unnecessary, Ternus replied,”That could make life really easy, I suppose, but the creation of products is a deeply human and personal thing, something that we love to do.” Topics AI, Apple, John Ternus November 4 Boston Buy One Pass, Get a Second FreeCover more ground at TechCrunch’s ultimate founder bootcamp of the year by bringing your co-founder or partner for freeBook before the BOGO deal expires Register Now Newsletters See More Subscribe for the industry’s biggest tech news Related Government & Policy Judge allows NAACP lawsuit over xAI data center pollution to move forward Anthony Ha 2 hours ago Hardware I took two iPhones on vacation. The Duo won me over. Sarah Perez 9 hours ago AI Ollie, a privacy-focused AI assistant, is shutting down Lucas Ropek 1 day ago Latest in AI In Brief Apple CEO says the company doesn’t ‘want to ship AI for AI’s sake’ Anthony Ha 2 hours ago TechCrunch Founder Summit 2026 4 days left: How TechCrunch Founder Summit helps you make more useful connections to scale TechCrunch Events 2 hours ago Government & Policy Judge allows NAACP lawsuit over xAI data center pollution to move forward Anthony Ha 2 hours ago