Greg Joswiak Says Apple Isn't Focused on Making AI for 'Lunatic Fringe'

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.

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