23 Daily — According to techcrunch.com, Apple's new CEO John Ternus outlined the company's strategy regarding artificial intelligence (AI) on October 31, 2026. Ternus emphasized that Apple will continue leveraging AI technology in its products but will avoid implementing AI features for the sake of AI itself, refraining from blindly launching gimmicky AI functions.

Apple CEO Defends Company's Current AI Stance

In an interview with Wired journalist Steven Levy, John Ternus responded to frequent critiques that Apple has been behind in AI development. Ternus stated that he is satisfied with Apple's current AI status, saying, "Everyone has an opinion, but I really like where we’re at." He acknowledged delays in releasing a more powerful version of Siri, which eventually launched in the summer of 2026.

Apple's AI Strategy Focuses on User Experience over Hype

Ternus noted that Apple will "absolutely leverage AI" in new products but stressed: "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?" This highlights Apple's approach to use AI as a tool to enhance user experience rather than to show off technology without practical value.

Human Creativity Remains Central Despite AI Advances

When asked if AI might dramatically change Apple's ecosystem, possibly making apps unnecessary through intelligent agents, 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." This underscores Apple's strategy balancing AI innovation with human-centric product creation.

Editor's take: Apple's AI stance offers startups a user-centric lesson

Apple’s CEO John Ternus clearly conveys the company’s stance on AI usage—not rushing to chase flashy AI features, yet embracing AI to enhance competitiveness. For entrepreneurs, this underscores the importance of focusing on genuine user needs rather than just chasing new technologies. By assessing AI’s practicality as Apple does, startups can verify whether their products truly address user value, avoiding wasting resources on AI features that may be impressive but lack real utility.