Apple’s new CEO, John Ternus, outlined the company’s artificial intelligence strategy at the opening of the Surprise and Shine event held on September 9, 2026. According to Ternus, the best artificial intelligence device on the market today is the iPhone, and Apple places greater emphasis on data privacy than its rivals.
Ternus, who took over after Tim Cook stepped down as Apple’s CEO and became executive chairman, said they want to make the iPhone the central device through which consumers interact with artificial intelligence rather than develop new hardware. Defining the ideal artificial intelligence device as a “smart personal hub,” Ternus said it should be able to understand the user’s personal context, remain with them at all times, have a powerful processor capable of running models on the device, and an internet connection that provides access to cloud models.
This device should also have a large display, high-quality cameras and microphones, long battery life, ease of use, and seamless compatibility with other devices, applications, and services. Ternus argued that these features come together in the iPhone. Saying that Apple prioritizes privacy instead of collecting and storing personal data, Ternus emphasized that Apple Intelligence operates on the device whenever possible.
Background
Apple is not a new name in the FikirPilot archive: in the last 90 days, we have published 52 news reports mentioning the name; the latest is dated September 13, 2026.