Apple CEO John Ternus used the company’s Surprise and Shine event Wednesday to argue that the iPhone is already the ideal device for artificial intelligence, positioning privacy and on-device processing as central parts of Apple’s AI strategy.
The remarks came as Ternus took over as CEO from Tim Cook, who is now executive chairman. Rather than introducing a separate category of AI hardware, Apple is presenting the iPhone as the main device through which consumers will interact with AI.
Apple positions iPhone as an AI hub
Ternus described the ideal AI device as an “intelligent personal hub” that understands a user’s personal context, stays with them throughout the day and combines powerful on-device processing with access to cloud-based AI models.
He said such a device should also have a large display, high-quality cameras and microphones, long battery life and the ability to work seamlessly with other devices, apps and services.
“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,” Ternus said.
Privacy becomes a key part of Apple’s AI pitch
Ternus also emphasised data privacy as an area where Apple intends to differentiate its AI platform from competitors.
He said other companies may view users’ personal information as data to collect and store, while Apple is designing Apple Intelligence to process information on the device whenever possible.
“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,” Ternus said.
The comments outline Apple’s approach to the AI hardware race: instead of asking consumers to adopt a new dedicated device, the company plans to build more intelligence into the iPhone and the broader Apple ecosystem while keeping privacy at the centre of its message.
