Apple’s new CEO, John Ternus, declared that the iPhone is already the best AI device, asserting that Apple’s strategy is to make the iPhone the central point of interaction with new technology. During his debut at the Surprise and Shine event, Ternus described the ideal AI device as an intelligent personal hub that can understand the user’s context, be always available, and have both powerful on-device processing and cloud access. Additionally, it should have a large display, high-quality cameras, and microphones, along with a long battery life. Ternus highlighted that you would want it to be user-friendly and easily integrated with other devices, apps, and services. In his words, the iPhone ‘feels like one integrated experience.’

Ternus also emphasised Apple’s commitment to data privacy, stating that Apple views data differently from its competitors. According to Ternus, others see users' data as something to collect and store, whereas Apple believes that trust only goes so far when data is no longer under the user’s control. Apple Intelligence, therefore, runs on-device whenever possible, reflecting the company’s dedication to user privacy.