---
title: "Apple’s Joswiak says Apple Intelligence isn’t for AI enthusiasts"
description: "In a TIME interview, Joswiak also said Apple isn't threatened by OpenAI's hardware plans."
url: https://mactoreality.com/apples-joswiak-says-apple-intelligence-isnt-for-ai-enthusiasts
published: 2026-10-16T09:25:59Z
updated: 2026-10-16T09:25:59Z
author: "Mac to Reality Newsdesk"
category: Rumours
tags: ["Apple Intelligence & Siri","Business & leadership","Software"]
publisher: Mac to Reality
ai_assisted: true
apple_heat_impact: 2
---

# Apple’s Joswiak says Apple Intelligence isn’t for AI enthusiasts

*In a TIME interview, Joswiak also said Apple isn't threatened by OpenAI's hardware plans.*

**Key points**

- Greg Joswiak, Apple's senior vice president of worldwide marketing, told TIME that Apple Intelligence is built for everyday people, not the “lunatic fringe” of AI enthusiasts.
- Joswiak said Apple doesn't feel threatened by rivals such as OpenAI, which is building AI devices with Jony Ive.
- He argued that Apple's integration of hardware and software creates a better experience than anybody else's.

Greg Joswiak, Apple’s senior vice president of worldwide marketing, told [TIME](https://time.com/collection/best-inventions/2026/apple-iphone-duo/) 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](https://www.macrumors.com/2026/10/15/greg-joswiak-lunatic-fringe/), [9to5Mac](https://9to5mac.com/2026/10/15/apple-svp-greg-joswiak-we-dont-feel-threatened-by-openai-hardware-plans/) and [AppleInsider](https://appleinsider.com/articles/26/10/15/joswiak-siri-ai-is-for-everyday-not-the-ai-lunatic-fringe) 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](https://mactoreality.com/apple-private-cloud-compute-is-ready-for-trust-siri-ai-is-not) 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.

## Sources

- [TIME: John Ternus Is Engineering a New Era for Apple](https://time.com/collection/best-inventions/2026/apple-iphone-duo/)
- [MacRumors: Greg Joswiak Says Apple Isn't Focused on Making AI for 'Lunatic Fringe'](https://www.macrumors.com/2026/10/15/greg-joswiak-lunatic-fringe/)
- [9to5Mac: Apple SVP Greg Joswiak: ‘We don’t feel threatened’ by OpenAI hardware plans](https://9to5mac.com/2026/10/15/apple-svp-greg-joswiak-we-dont-feel-threatened-by-openai-hardware-plans/)
- [AppleInsider: Joswiak: Siri AI is for everyday, not the AI 'lunatic fringe'](https://appleinsider.com/articles/26/10/15/joswiak-siri-ai-is-for-everyday-not-the-ai-lunatic-fringe)

*This report was written by the Mac to Reality newsdesk with AI assistance from the sources listed above, under the editorial policy at https://mactoreality.com/editorial-policy.*