Business · Companies · 1 hr ago
Apple CEO John Ternus says product design is his main focus
Apple CEO John Ternus says product work is his main focus in a new interview with WIRED’s Steven Levy.
Ternus took over the top job after Tim Cook moved to executive chairman, and says he is learning the wider role while staying close to product design.
He also said he consults Cook, who is available to help.
Ternus says Apple will use AI to make better products, rather than adding AI for its own sake.
He said the company’s focus is on making products secure and safe and protecting users’ information, without taking a position on whether governments should regulate AI.
His comments point to product design as the guide for Apple’s AI strategy, as the company continues to launch products under his leadership.
Apple CEO John Ternus says product design is his main focus in the role.
In an interview with Wired’s Steven Levy, Ternus said he loves product and is passionate about it.
He said Apple will use AI in its products but does not want to use AI for its own sake.
Ternus said Apple’s focus is making products secure and safe and protecting users’ information.
Apple executives Johny Srouji and Greg Joswiak also described Ternus as strongly focused on products.
- Who
- Apple CEO John Ternus.
- What
- He said product is his main focus and that he is passionate about it.
- When
- In an interview published around October 30, 2026.
- Where
- Not stated.
- Why
- Ternus said he loves product and wants Apple to build products people love and that make their lives better.
This story does not have two clearly opposing sides.
Ternus officially became Apple CEO.
Apple unveiled the MacBook Pro with PROLED XDR.
Ternus sat down with Wired’s Steven Levy for an interview about products, AI and his approach as CEO.
- CEO
- John Ternus
- Interview outlet
- Wired
- Interviewer
- Steven Levy
- AI approach
- Apple will use AI in products but does not want to ship AI for its own sake
3 sources
What people are saying
But, you know, I do love product. I’m super passionate about it.
We don’t want to ship AI for AI’s sake.
That could make life really easy, I suppose, but the creation of products is a deeply human and personal thing, something that we love to do.
John innately has a great sense for great products, and that’s what Apple is.