Greg Joswiak, Apple’s senior vice president of worldwide marketing, told TIME in a cover story published on 15 October that Apple Intelligence is built for everyday people rather than Silicon Valley’s “lunatic fringe” of AI enthusiasts.
“We love them, and they can use it too, but that’s not our target,” Joswiak told TIME. “It’s how to make it better for everyday people.” He also said Apple does not feel threatened by new rivals such as OpenAI, which is building AI-first devices with former Apple design chief Jony Ive: “The fact that we can do the integration that we can means we can create just a better experience than anybody else.”
The comments appear in TIME’s profile of Apple CEO John Ternus, which frames Apple’s approach as a modest, personalised and privacy-preserving form of AI at a time of populist backlash against the technology. MacRumors, 9to5Mac and AppleInsider also highlighted the remarks.
Apple Intelligence has faced criticism for lagging behind rivals such as OpenAI and Google. Our earlier coverage of Apple’s AI cloud argued that Apple has built thoughtful AI infrastructure, but Siri AI still has to earn our trust. Joswiak did not name the companies he had in mind.