Apple CEO John Ternus said the company is deliberately refusing to release artificial intelligence features solely for the sake of hype, infohub.kz reports.
The Apple chief made the remarks in response to criticism that the company is lagging in the global AI race. In an interview with journalist Steven Levy, the executive stressed that the corporation does not intend to roll out AI capabilities just to tick a box or follow the broader market trend. According to him, the key benchmark for the Cupertino-based company remains developing reliable, intuitive and genuinely necessary tools that integrate seamlessly into its operating systems and solve everyday tasks for device owners.
Ternus noted that building consumer devices and software requires a deeply human approach rather than blind trust in generative algorithms. The corporation focuses on the privacy of users' personal data, advancing an architecture that runs computations directly on device processors and in its secure Private Cloud Compute. This sets the brand's approach apart from competitors that are investing tens of billions of dollars in building massive server farms and deploying raw models.
Commenting on the recent launch of the updated Siri AI voice assistant, developed in partnership with leading neural network providers, the Apple chief said the ultimate value is a flawless user experience. The company's control over both hardware and software allows it to improve functionality flexibly without commercializing personal information for advertising purposes. Former CEO Tim Cook continues to provide advisory support to the team on technology policy issues, maintaining the focus on security.