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Apple’s incoming CEO John Ternus said the company will not release AI features unless they create meaningful user experiences. Speaking at a town hall, he stressed that Apple’s focus remains on products, not underlying technology. The remarks come as Apple faces pressure to define its AI strategy amid strong competition from rivals.

Apple's incoming CEO John Ternus used a recent company town hall to deliver a clear message to employees about how Apple will approach artificial intelligence, and more importantly, how it will not. Reported by Bloomberg's Mark Gurman in his Power On newsletter, the address gives the clearest window yet into how Ternus intends to lead the world's most valuable company as it faces its most consequential technological transition since the iPhone.

'Incredible experiences', not technology for its own sake

In what was widely seen as a subtle acknowledgement of the bumpy rollout of Siri and Apple Intelligence features, Ternus drew a firm line on Apple's AI philosophy. He told employees that the company would not ship technology for technology's sake instead, AI would only make it into products if it was used to 'build incredible experiences' that are truly profound.

"We never think about shipping a technology," Ternus said. "We want to ship amazing products, features, and experiences, and we don't want our customers to think about what [underlying] technology makes it possible. That's the way we think about AI."