Apple advocates AI integrated into how its products are used

John Ternus, Apple’s chief executive, advocates an approach to integrating artificial intelligence guided by the usefulness of products. In an interview with Steven Levy for Wired, relayed by TechCrunch, he explains that users should not have to distinguish between what comes from AI and what comes from traditional software. The criterion he puts forward is how users feel about the final product.

This position comes amid criticism of Apple’s pace on AI. TechCrunch notes that the more powerful version of Siri, previously delayed, was finally launched this summer. This provides context for the executive’s defense of his strategy; it does not constitute an assessment of the assistant’s performance.

Asked about the possibility that agents could make applications unnecessary, Ternus emphasizes the human and personal dimension of creating products. The reported remarks express an attachment to this activity, without being sufficient to establish how Apple would adapt its ecosystem to such a development.

This position can be read as a desire to prioritize uses over the visibility of the technology. It remains necessary to distinguish this stated direction from its results: the statements relayed by TechCrunch do not, on their own, allow the benefits achieved by users to be measured.