Article · AI translation
IT Home reported on October 31 that Wired published an article yesterday (October 30) featuring an interview with Apple's current CEO, John Ternus, discussing the future direction of Apple's products, developments in AI, and other topics.
On products, Ternus repeatedly emphasized in the interview that he is a “product CEO”: he loves products, values hardware and details, and hopes Apple will continue to win with “products people truly love,” rather than strategic slogans or management philosophies.
He made clear that Apple does not need to be “fixed” and that he does not want to make dramatic changes. He sees himself as someone who will carry things forward, continuing Apple's culture of internal collaboration, approach to product development, and long-term work.
On AI, when faced with questions about whether Apple's Siri has fallen behind and whether Apple is too cautious about AI, Ternus answered that Apple will use AI, but will not pursue “AI for AI's sake.” Ternus believes that if AI is done well, users may not even need to know whether AI or traditional software is behind it; what matters is whether the product is easier to use and more appealing.
He also disagrees with the sweeping prediction that AI agents will completely replace apps and the creation of products. He believes creating products is, by its nature, a deeply human and personal undertaking, so Apple will continue to build products around devices, software, and experiences.
Ternus stressed that Apple will not suddenly become an AI model company; like chips, screens, and batteries, AI will become an underlying capability that makes the iPhone, Mac, and AirPods more useful.
Wired's interpretation is that, in the AI era, Apple still wants the outside world to believe that hardware, industrial design, chips, and the product experience remain its core strengths. Ternus has long led hardware engineering for the Mac, iPad, iPhone, Apple Watch, AirPods, and other products, and was also deeply involved in the Mac's transition to Apple Silicon.