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On October 30, 2026, Apple's current CEO John Ternus said in an interview with Wired that what he loves and focuses on most is products, and that he is a "product CEO." He said Apple will use AI, but will not do "AI for AI's sake," nor will it suddenly become an AI model company; AI will, like chips, screens and batteries, become an underlying capability that makes the iPhone, Mac and AirPods better to use, and Apple will still win by making products people genuinely love. On November 1, cnBeta reported that he further stated that Apple will use artificial intelligence in new products, but will not launch AI for the sake of doing AI; users need not think about whether a feature is implemented by AI or by traditional software—the focus is on creating products users truly love. Asked whether agents will make apps unnecessary, he responded that product creation is highly humanistic and full of personal creativity. There is currently no further follow-up development.
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Apple CEO: We won't build products just for the sake of AIDevelopments
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John Ternus said he is most passionate about and focused on products
Source:Phoenix Technology
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Nov 1
cnBeta
Apple CEO: We won't build products just for the sake of AI
Apple CEO Ternus said that Apple will use artificial intelligence in new products, but will not launch AI just for the sake of AI; users need not think about whether a feature is implemented by AI or traditional software—the focus is on creating products users truly love. When asked whether agents will make apps unnecessary, he responded that product creation is deeply humanistic and full of personal creativity.
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TechCrunch AI
Apple CEO Says the Company Doesn't Do "AI for AI's Sake"
In a Wired interview, Apple CEO John Ternus said Apple "absolutely will use AI," but "doesn't want to do AI for AI's sake." When done right, users shouldn't have to tell whether it's AI or traditional software—what matters is whether the product is loved. He said he "really likes where we are right now," and in response to the claim that agents could make apps redundant, he argued that product creation is a deeply human endeavor.
Oct 31
Phoenix Tech
Apple's New CEO Ternus: We Won't Do AI for AI's Sake, We'll Keep Winning Through Products
Apple's current CEO John Ternus said in an interview with Wired that Apple will use AI, but won't "do AI for AI's sake," and won't suddenly become an AI model company. He emphasized that he is a "product-focused CEO," and that AI will, like chips, screens and batteries, become an underlying capability that makes the iPhone, Mac and AirPods better, and that Apple will still win through products people genuinely love.
Oct 30
9to5Mac
John Ternus sums up his focus as Apple CEO in one word
In an interview with WIRED, Apple CEO John Ternus summed up his core focus in one word: products. He said he "loves products deeply" and framed AI as a means to build better products, not as the goal itself. Johny Srouji and Greg Joswiak also described him in the interview as "a product person to the core."
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