绝不为了 AI 而做 AI：苹果 CEO 特努斯产品宣言，AI 应隐身于体验

IT House reported on October 31 that Wired published a blog post yesterday (October 30), interviewing Apple’s current CEO John Ternus, and discussed the future development direction of Apple’s products, the development of the AI ​​field, and other content. In terms of products, Ternus repeatedly emphasized in interviews that he is a "product-based CEO": he loves products, pays attention to hardware and details, and hopes that Apple will continue to win by "products that people really like" rather than relying on strategic slogans or management philosophy. He made it clear that Apple does not need to be "fixed" and does not want to create dramatic change. He positions himself as a continuator and will continue Apple’s internal collaboration culture, product methodology and long-term accumulation. In terms of AI, faced with questions about "whether Apple's Siri lags behind" and "whether Apple is conservative in AI", Ternus's answer is: Apple will use AI, but it will not "AI for the sake of AI." Ternus believes that if AI is done well, users don’t even have to realize whether it is AI or traditional software behind it; the key is just whether the product is better to use and more lovable. He also disagrees with the radical judgment that "AI agents will completely replace applications and product creation." He believes that creating products is inherently a highly human and personal matter, so Apple will still build products around devices, software and experiences. Ternus emphasized that Apple will not suddenly become an AI model company; AI will, like chips, screens and batteries, become the underlying capabilities that make iPhones, Macs, and AirPods more usable. "Wired" interprets that in the AI ​​era, Apple still wants to convince the outside world that hardware, industrial design, chips and product experience are still its core competitiveness. Ternus has long led hardware engineering such as Mac, iPad, iPhone, Apple Watch, and AirPods, and has also been deeply involved in the transformation of Mac to Apple Silicon.