Apple’s new chief executive, John Ternus, has signalled that the iPhone will remain at the centre of the company’s AI strategy, arguing that no new category of hardware is needed to make artificial intelligence a daily consumer tool.
Speaking at Apple’s Surprise and Shine event in Cupertino, California, Mr Ternus said the iPhone already combines the features required for what he described as an “intelligent personal hub”.
He said the ideal device would understand a user’s personal context, remain with them throughout the day and combine a powerful processor for running AI models with an internet connection to cloud-based services.
It would also need a large display, high-quality cameras and microphones, long battery life and a simple interface, Mr Ternus said. Integration with other devices, applications and services would be essential to creating a seamless experience.
“In other words, you would arrive at something remarkably familiar, because there’s no product in the world better designed to be your intelligent personal hub than iPhone,” he said.
The remarks provide an early indication of how Apple intends to compete in the fast-moving AI market under Mr Ternus, who has taken over as chief executive from Tim Cook. Mr Cook has moved into the role of executive chairman.
Rather than positioning AI as a reason to buy an entirely new type of device, Apple is presenting the iPhone as the main gateway to the technology. The approach also allows the company to build on its existing hardware, software and connected-services ecosystem.
Privacy was another central theme of Mr Ternus’s address. He contrasted Apple’s approach with rivals that, he said, treat users’ personal information as something to gather and retain.
“Honestly, trust only goes so far when your data is no longer yours to control; that’s why Apple Intelligence runs on device whenever it can,” he said.
The comments suggest that Apple will seek to distinguish its AI offering not only through the capabilities of the iPhone, but also through its promise to process as much information as possible directly on the device.
