While technology companies are racing to develop artificial intelligence models and launch new features at an accelerating pace, Apple is sticking to a different approach based on employing these technologies to improve its products, rather than entering into a competition aimed at announcing the largest number of tools and features.
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The company places the value the user receives at the forefront of its priorities, according to the vision of its new CEO, John Ternos, who believes that the success of artificial intelligence is not related to its appearance to the user as much as it is related to its ability to provide a better experience.
These statements come at a time when Apple is facing questions about its position in the artificial intelligence market, particularly after some updates to its Siri voice assistant lagged behind the progress made by companies like Google, OpenAI, and Anthropic . This raises the question of whether focusing on user experience quality and device integration will give the company a competitive edge, or whether this delay could widen the gap between it and its rivals.
Apple doesn't want artificial intelligence just for the sake of it existing.
In an interview with Wired, Ternos defended the company's approach to developing artificial intelligence, emphasizing that it does not want to introduce new technologies simply for the sake of using AI or keeping up with the prevailing trends in the sector.
Ternos said that Apple will certainly benefit from artificial intelligence in its products, but he stressed that the user should not be concerned with knowing whether the task was accomplished by artificial intelligence or traditional software, but rather with whether the result provided him with a product or experience that he appreciates.
This stance reflects Apple's philosophy on new technologies. The company doesn't view artificial intelligence as a separate product to be launched in competition with other companies, but rather as a tool that can be integrated into devices, systems, and services to enhance their functionality. Thus, the measure of success becomes practical benefit and ease of use, not the number of models or tools the company announces.
User experience is a top priority
This trend is related to the nature of Apple products and their reliance on the integration of hardware, software and services. The company does not sell an operating system or a voice assistant in isolation from the rest of its products, but rather offers an interconnected system that includes iPhones, iPads, Mac computers and Apple Watches, in addition to its digital services.
From this perspective, artificial intelligence can add greater value when it works within this system, helping the user to perform daily tasks more easily, such as organizing information, handling messages, searching for data, understanding on-screen content, and interacting with applications.
Apple announced Apple Intelligence at its Worldwide Developers Conference in 2024, presenting it as a suite of intelligent features built into its operating systems, not just a standalone chatbot competing with tools available on the market.
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