This one stopped me mid-scroll, because it’s such a classic Apple line — and also kind of a dodge, depending on how you read it.
Apple’s new CEO John Ternus, who took over in early September, told Wired’s Steven Levy that Apple is “absolutely going to” use AI, but added: “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?” He also pushed back on the idea that AI agents will make apps unnecessary, calling product creation “a deeply human and personal thing.”
That comes after the delayed Siri relaunch finally arrived in summer 2026, and in the same week as a touchscreen MacBook Pro launch. So the timing matters: he’s not saying Apple is sitting AI out, he’s saying it shouldn’t be the selling point on its own.
I’m torn. On one hand, yeah — nobody actually wants a feature just because it says AI on the box. On the other, if everyone’s shipping AI agents while Apple keeps polishing the experience, does that patience start to look like falling behind?
What do you think — is this discipline, or an excuse? Source: Apple CEO says the company doesn’t ‘want to ship AI for AI’s sake’ | TechCrunch
