Apple Intelligence isn't designed to resemble Claude, Grok, or other AI tools praised by the Silicon Valley "lunatic fringe," says Greg Joswiak, Apple's senior vice president of worldwide marketing. Instead, the company built it to help regular users.
Apple has long been criticized for being behind on AI with Apple Intelligence, although the improved Siri AI has answered many complaints. Speaking to *Time* magazine, Joswiak said the company is not making AI for fans of the technology. "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."
Joswiak says the purpose of Siri AI is to be useful for ordinary people, and that Apple should not aim to impress the "lunatic fringe" of AI super fans. That raises the question of whether those fans will abandon Apple, and whether that would be a problem. "We don't feel threatened," said Joswiak. "The fact that we can do the integration that we can means we can create just a better experience than anybody else."
Joswiak spoke to *Time* for its cover story about new Apple CEO John Ternus, which focuses on how Ternus spent 15 years working on what would become the iPhone Duo. The iPhone Duo was announced on September 9, 2026. Pre-orders begin October 16, and shipping starts October 23.
Source: AppleInsider · Summarized by HeadlinesBriefing