AI Is Technology, Not a Product
The article discusses the perspective that AI should be viewed as a technology rather than a standalone product. It highlights Apple's approach to integrating AI into its existing product ecosystem without focusing solely on the technology itself. The author expresses skepticism about the potential for AI to completely disrupt the iPhone ecosystem in the near future.
- ▪Apple's global marketing head acknowledged that AI represents a significant inflection point for the company.
- ▪The article argues that Apple has historically focused on delivering products and experiences rather than emphasizing the underlying technology.
- ▪The author questions the feasibility of AI agents completely replacing the need for smartphones in everyday tasks like hailing a ride.
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AI Is Technology, Not a Product Saturday, 16 May 2026 Steven Levy, writing for Wired last month after Apple’s CEO transition was announced, under the provocative headline “Apple’s Next CEO Needs to Launch a Killer AI Product” (News+ link to get around Wired’s miserly paywall): Much more recently, I quizzed Ternus and global marketing head Greg Joswiak about Apple’s future, specifically its plans to get ahead of the AI transformation. Ternus acknowledged that AI is “an immense kind of inflection point,” but couched it as one of many leaps that Apple has navigated. Each hit product — the Apple II, the Mac, iTunes, the iPod, the iPhone, iPad — piggybacked on a previous product. “We never think about shipping a technology,” he said.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at Daring Fireball.
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