Apple SVP of Worldwide Marketing Greg Joswiak says the company does not feel threatened by OpenAI's hardware plans. In an interview with TIME, which named the iPhone Duo one of 2026's best inventions, Joswiak argued that Apple's integration of hardware, software, and services lets it deliver a better experience than any competitor.
Joswiak also said Apple is not building products for the die-hard AI believers chasing superintelligence. "We love them, and they can use it too, but that's not our target," he said. "It's how to make it better for everyday people."
The interview, written by Andrew Chow, notes that Apple trains its own models but is not at the technology's frontier. That leaves the company potentially vulnerable if super-smart AI transforms industry and society in the coming years. Apple executives, including CEO John Ternus, say they are not concerned. They describe their approach as a modest but personalized and privacy-preserving form of AI meant to help ordinary people.
Joswiak did not define the "lunatic fringe" of Silicon Valley AI enthusiasts, but his contrast with Apple's focus on everyday users makes the distinction clear. The comments come amid a broader AI backlash, and Apple is betting that its ecosystem strengths will be its strongest defense against new competitors.
Source: 9to5Mac · Summarized by HeadlinesBriefing