Apple Intelligence isn't made to be like Claude, Grok, or other AI tools that the Silicon Valley "lunatic fringe" praise, says Greg Joswiak, it's built 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. But speaking to Time magazine, Apple's senior vice president of worldwide marketing, Greg Joswiak, said that 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 he sees the purpose of Siri AI to be useful for ordinary people. He does not believe that Apple should aim at impressing the "lunatic fringe" of AI super fans.
That does raise the issue of whether those fans will abandon Apple, and whether that's 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 was speaking to Time for its cover story about the new Apple CEO, John Ternus. That concentrates on how Ternus spent 15 years working on what would become the iPhone Duo.
He and Joswiak have previously talked about some of that process, and particularly about keeping the design secret.
The iPhone Duo was announced on September 9, 2026. Pre-orders for it begin on October 16, and shipping starts on October 23.
