The race for artificial intelligence moves forward and Apple moves at its own pace. While OpenAI, Google, or Anthropic compete to present the most powerful models, Cupertino manages to integrate AI into the devices we already use and do it while respecting our privacy at all times. In a new interview, Greg Joswiak makes it clear that Apple is fully confident in its great advantage.
An AI designed for people
In a new interview with TIME magazine, Joswiak believes that the integration between hardware and software allows Apple to “create a better experience than anyone else”. That’s exactly what we’ve seen, in fact, with Apple Intelligence: the priority is making technology useful to us inside Photos, Messages, Mail, or the new AI-powered Siri; inside the apps we already use.
Joswiak also distances himself from those pursuing superintelligence. Apple aims its products at people and seeks to improve our day-to-day lives with artificial intelligence without presenting the most powerful models just for the sake of being the most powerful. Also, privacy is central to Apple Intelligence.
Integration versus OpenAI’s hardware
OpenAI’s move into the hardware market creates an interesting new rivalry. On that point, Joswiak remains very calm: Apple has 2.5 billion active devices and an ecosystem capable of bringing AI directly into our personal lives.
That’s the key. Apple wants artificial intelligence to blend into the experience, just like so many other technologies we enjoy today on our iPhones. Other companies may lead in certain metrics, but Apple is playing a different game: turning the power of AI into something we can use every day in a way that feels completely natural.
