Greg Joswiak Says Apple Doesn't Feel Threatened by OpenAI's Hardware Plans

Apple's marketing chief Greg Joswiak says OpenAI's push into hardware doesn't worry him. "We don't feel threatened," he told TIME, in the same package that put CEO John Ternus on the cover. "The fact that we can do the integration that we can means we can create just a better experience than anybody else."

Joswiak also drew a line between Apple's customers and Silicon Valley's most committed AI believers, the ones he described as the "lunatic fringe" chasing superintelligence. "We love them, and they can use it too, but that's not our target," he said. "It's how to make it better for everyday people."

The comments land at an awkward moment. OpenAI has been building its own device, and the two companies are fighting in court after OpenAI said an employee who went back to Apple took more than 100 files on that hardware. TIME's Andrew Chow also notes that while Apple trains its own models, it's nowhere near the frontier, and Siri's new AI features run on models based on Google's Gemini.

That's Apple's bet in a sentence: let others race to the smartest model, and win on the phone, the chip and the software around it.

— via 9to5Mac