Apple’s senior vice president of worldwide marketing, Greg Joswiak, says the company is developing Apple Intelligence for everyday users rather than AI enthusiasts chasing superintelligence. In a recent TIME interview, Joswiak described some of Silicon Valley’s most ambitious AI followers as the “lunatic fringe,” emphasizing Apple’s focus on practical features and user privacy.
His comments come as companies including OpenAI, Google, and Anthropic continue developing increasingly powerful AI models, while Apple takes a more measured approach to integrating artificial intelligence into its products.
Apple Wants AI to Help Everyday Users
Joswiak explained that Apple wants its AI features to serve people who use iPhones, Macs, and other Apple devices for everyday tasks.
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“We love them, and they can use it too, but that’s not our target,” Joswiak said, referring to enthusiasts pursuing superintelligence. “It’s how to make it better for everyday people.”
Apple’s strategy centers on personalized assistance, deeper system integration, and privacy. As we previously covered, Apple Intelligence processes requests directly on supported devices or through Private Cloud Compute for more demanding tasks.
The company has also expanded Siri’s capabilities with personal context, onscreen awareness, and actions across apps, allowing users to complete tasks through natural language.
Apple Says It Isn’t Threatened by OpenAI
Joswiak also addressed growing competition from OpenAI, which is developing consumer hardware with former Apple designer Jony Ive.
“We don’t feel threatened,” Joswiak said, arguing that Apple’s control over hardware, software, and services allows it to deliver a better integrated experience.
As we previously reported, OpenAI’s first consumer device is not expected to ship before 2027.
For Apple, the immediate priority remains improving how AI works across its existing ecosystem, particularly as Siri AI continues evolving and competitors introduce more advanced capabilities.
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