Ternus Pushes Apple to Accelerate AI Plans
Apple CEO John Ternus reportedly pressed software chief Craig Federighi to move faster on artificial intelligence beyond Siri improvements.
Updated on Nov. 9, 2026 in Artificial Intelligence
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Apple CEO John Ternus pushed senior vice president Craig Federighi to accelerate the company's AI road map beyond Siri improvements, according to a Bloomberg report citing sources familiar with the matter. The report follows Apple's decision to place new restrictions on employee AI use.
Why it matters
The reported pressure highlights a shift at Apple, which has been seen as trailing rivals in AI despite its scale. The push comes as Meta, Google, OpenAI and Anthropic have made AI central to their businesses, leaving Apple with less room to dismiss their efforts.
A survey of large US enterprises found 62% spent over $10 million on new AI forms in the prior year, with a median spend between $10 million and $25 million among firms earning at least $1 billion annually. The survey does not address Apple's own AI budget or product plans.
The players
John Ternus
John Ternus is Apple's chief executive, and reports indicate he is pressing the company to move more aggressively on artificial intelligence.
Craig Federighi
Craig Federighi is Apple's senior vice president of software engineering and has a reputation as one of the company's leading AI skeptics.
The details
According to Bloomberg's Power On newsletter, Ternus goaded Federighi in a closed-door meeting, expressing frustration that Apple has been hesitant to embrace AI with the enthusiasm of its rivals. Federighi, a known AI skeptic who has raised concerns about privacy, security, societal and employment effects, has not publicly responded to the reported pressure.
Timeline
- Last week: Apple announced new restrictions on employee AI use.
- Sunday, November 8, 2026: Bloomberg published the report on Ternus pushing Federighi.
The Tech Race
Large US enterprises have rapidly increased AI budgets, with most surveyed firms spending eight figures or more in the past year. Apple's internal push to accelerate reflects pressure to compete in a race where rivals such as Meta, Google, OpenAI and Anthropic already have large AI commitments.
Apple users may see changes in AI features as the company accelerates its road map, though the report gives no timeline or product details. Employees face new limits on AI use under the company's recent restrictions.
The takeaway
Large corporate AI spending is now widespread, and companies that move slowly on AI face growing competitive pressure. Readers following Apple should watch for official product announcements to confirm how the reported push translates into concrete plans.
Further reading
For more on the broader race, see Artificial Intelligence coverage across the United States.
Source note: This article includes information reported by PYMNTS.
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