In an interview with TIME's Andrew R. Chow, Apple's marketing chief Greg Joswiak said Apple Intelligence is meant for "everyday people" as opposed to the "lunatic fringe."


The full sentence: "In the midst of a populist AI backlash, they contend that they are building a modest but personalized and privacy-preserving form of AI that will actually help ordinary people as opposed to merely dazzling Silicon Valley's 'lunatic fringe,' as Greg Joswiak, senior vice president of worldwide marketing, puts it."

Joswiak apparently believes Apple Intelligence is not for "die-hard AI believers chasing superintelligence," as Chow described it.

"We love them, and they can use it too, but that's not our target," said Joswiak. "It's how to make it better for everyday people."

Joswiak added that "we don't feel threatened" in regards to Apple facing competition in the AI industry. "The fact that we can do the integration that we can means we can create just a better experience than anybody else," he said.
This article, "Greg Joswiak Says Apple Isn't Focused on Making AI for 'Lunatic Fringe'" first appeared on MacRumors.com

Discuss this article in our forums

Apple CEO John Ternus has been featured on the cover of TIME Magazine's "Best Inventions of 2026" edition, available October 26.


Ternus, who joined Apple in 2001 and was formerly its senior vice president of hardware engineering, succeeded Tim Cook as the company's CEO on September 1. This paved the way for Ternus to unveil the iPhone Duo just eight days later.

Ternus believes the iPhone Duo stands apart from other foldable smartphones.

"The other examples in the world felt kind of cheap and crappy," said Ternus, in an interview with TIME's Andrew R. Chow.

Ternus was eight years old when his father purchased an Apple II computer. "I started playing games on it and fell in love with Apple," he said.

Cook remains at Apple as executive chairman, with his primary focus being engaging with policymakers around the world. "He has great relationships and loves Apple," Ternus said of Cook. "So wherever he can help, he is happy to help."

In a separate interview, Cook said he is "not meddling" with Ternus.

Apple's large language models that power Siri AI are "based on Google's Gemini models and cloud technology," according to a joint announcement from Apple and Google earlier this year. When asked about this, Ternus said Apple does not always have to make the whole widget, with the company focused on areas it can provide "differentiation."

"There's not really a goal that we have to make every single thing in a product," he said. "We make the things where we can really bring differentiation."

Apple also tries to remain focused.

"You can't do everything," Ternus added. "So we kind of try to constrain ourselves to the stuff that matters most—and then put all of our effort into those things."

The full magazine cover is below.


This article, "Apple CEO John Ternus Featured on Cover of TIME Magazine: 'New Era'" first appeared on MacRumors.com

Discuss this article in our forums

Apple today announced that customers have until 9 p.m. Pacific Time today to "get ready" for their iPhone Duo pre-order.

By completing this process via Apple's online store or the Apple Store app, Apple said customers can "check out with a single click" when iPhone Duo pre-orders go live on Friday, October 16 at 5 a.m. Pacific Time. The device launches on Friday, October 23.
This article, "Apple Announces Deadline to 'Get Ready' to Pre-Order the iPhone Duo" first appeared on MacRumors.com

Discuss this article in our forums

Apple this week introduced an all-new HomeView smart home hub, but popular tech reviewer Marques Brownlee is "not convinced" about it.


In his HomeView impressions video on his YouTube channel MKBHD, Brownlee said "I cannot figure any group that this is actually ideal for."

HomeView has a lot of overlap with other Apple devices, including the iPhone, iPad, Apple Watch, and HomePod. Brownlee said the HomeView does not provide enough "extra value," leading him to believe that the device should be "a skip for most people."


HomeView lacks an App Store, which limits its usefulness, but it can also display CarPlay-enabled audio and video apps from a paired iPhone.

Do you think the HomeView is a useful addition to the Apple ecosystem? Let us know your thoughts in the comments section.
This article, "MKBHD is 'Not Convinced' About Apple's New HomeView, Here's Why" first appeared on MacRumors.com

Discuss this article in our forums

Apple's new HomeView underwent regulatory testing in October 2024, and it was running what would now be known as HomeView software version 18, according to an FCC document uncovered by MacRumors contributor Aaron Perris.

The document provides the clearest evidence yet that the HomeView was held up due to Siri AI's delayed launch. Apple initially previewed the more intelligent version of Siri at WWDC 2024, but in March 2025 the company announced that it needed more time to get it ready. Siri AI finally launched this September.
This article, "Apple's Long-Delayed HomeView Was Already Being Tested in 2024" first appeared on MacRumors.com

Discuss this article in our forums