Greg Joswiak stated that Apple’s AI strategy focuses on everyday users, rather than AI enthusiasts.

Apple’s artificial intelligence (AI) strategy focuses on making the technology more accessible to everyday users, rather than catering primarily to those seeking “superintelligence.” In a recent interview, Greg Joswiak, Apple’s Senior Vice President of Worldwide Marketing, discussed the company’s approach to AI. He reportedly expressed confidence in this strategy and dismissed potential hardware-related threats from competitors like OpenAI.

Apple’s AI strategy is designed for the average user.
In a recent interview with Andrew R. Chow of TIME magazine, Apple’s Senior Vice President of Hardware Engineering, John Ternus, and Senior Vice President of Worldwide Marketing, Greg Joswiak, discussed the company’s AI strategy and the intensifying competition within the AI ​​industry. According to reports, Joswiak stated that Apple is not building products for AI enthusiasts who are chasing “superintelligence.”

“We like them, and they can certainly make use of this equipment, but that’s not our goal,” he said. “Our goal is to make life better for ordinary people,” the report quoted him as saying.

Joswiak stated that Apple is not concerned by OpenAI’s hardware initiatives. The company differentiates its offerings through the integration of its devices, operating systems, and services—an approach it believes will help it compete against the new AI-driven products introduced by rivals like OpenAI. He reportedly added, “We don’t feel threatened. Our ability to achieve this level of integration means we can create an experience that is better than anyone else’s.”

Amidst populist backlash against artificial intelligence, they argue that they are building a form of AI that is measured, personalized, and privacy-preserving—one that will genuinely help ordinary people rather than merely dazzling the “fringe lunatics” of Silicon Valley, as put by Greg Joswiak, senior vice president of worldwide marketing.

The executive did not explicitly explain what he meant by “extremists,” but he linked the term to Apple’s commitment to its average users.

Recently, a number of veteran designers have left Apple to join OpenAI. Earlier this year, Apple filed a lawsuit against OpenAI, accusing the developer of ChatGPT of deliberately stealing trade secrets to accelerate the development of its own hardware projects. OpenAI has since hit back with a court filing, alleging that Apple copied over 100 confidential documents concerning hardware devices that OpenAI has yet to release.