Apple CEO John Ternus says the company plans to bring artificial intelligence into future products, but only when it serves a clear purpose. In a recent interview, he said Apple is focused on building experiences people value rather than adding AI simply for its own sake.
Ternus said that when the technology is used effectively, people should care more about what a product helps them do than whether AI or conventional software made it possible. He also emphasized the personal, human role of creating products, even as AI agents could make some everyday tasks easier.
Apple's approach puts usefulness and user experience ahead of AI as a standalone feature. How that balance develops may help shape a future in which intelligent tools support human creativity without overshadowing it.
