Apple’s incoming CEO, John Ternus, kicked off the company’s Surprise and Shine event on Wednesday by laying out a clear vision for its AI strategy: the iPhone is already the ultimate AI device, and Apple prioritizes user privacy far more than its competitors do. Ternus is stepping into the top role from Tim Cook, who has transitioned to executive chairman, and his remarks signal how the company intends to navigate the AI landscape. Rather than developing new hardware specifically for AI, Apple is doubling down on making the iPhone the primary gateway for consumers to engage with this emerging technology.

During his opening remarks at the Cupertino gathering, Ternus described what he called the ideal AI device, or an "intelligent personal hub." He explained that such a hub would need a deep understanding of a user’s personal context, remain accessible at all times, and combine a powerful processor capable of running AI models directly on the device with an internet connection for accessing cloud-based models. He went on to note that the device should also feature a large display, top-tier cameras, and high-quality microphones to perceive the world visually and audibly, along with dependable battery life. “You’d want it to be super easy to use without a big learning curve,” Ternus added. “And finally, you’d want it to work seamlessly with your other devices, apps, and services, so it feels like one integrated experience.” He concluded, “In other words, you would arrive at something remarkably familiar, because there’s no product in the world better designed to be your intelligent personal hub than iPhone.”

Ternus also took a pointed stance on privacy, emphasizing that Apple treats user data differently than its rivals. “Others see [users’ personal] data as something to collect and store,” he remarked, delivering one of the company’s most direct critiques of how competitors approach AI. He wrapped up by reinforcing Apple’s core principle: “Honestly, trust only goes so far when your data is no longer yours to control; that’s why Apple Intelligence runs on device whenever it can.”