Apple marketing chief Greg Joswiak says Apple Intelligence is designed for "everyday people" rather than the "lunatic fringe" of AI enthusiasts. In an interview with TIME's Andrew R. Chow, Joswiak, Apple's senior vice president of worldwide marketing, described the company's approach as a modest but personalized and privacy-preserving form of AI that will actually help ordinary people, as opposed to merely dazzling Silicon Valley insiders.
Chow described the target audience as not "die-hard AI believers chasing superintelligence." Joswiak said those users are welcome to use the technology, but they are not Apple's target. "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 also said that Apple does not feel threatened by competition in the AI industry. He argued that the company's ability to integrate its products gives it an advantage, allowing it to "create just a better experience than anybody else."
The comments come amid a broader populist backlash against AI. Apple's recent software changes have drawn criticism from some users. With mac OS 27, Apple removed the option to disable Apple Intelligence entirely, and the AI model is now downloaded automatically, taking up to 14GB of storage. Some users report over 30GB of space used on certain Macs. A community open-source tool called "Remove Mac AI" has emerged to help users disable Apple Intelligence and reclaim that storage.
Source: MacRumors · Summarized by HeadlinesBriefing