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# Apple’s new CEO stakes AI strategy on the iPhone, not new hardware
- URL: https://www.medianexis.com/apples-new-ceo-stakes-ai-strategy-on-the-iphone-not-new-hardware/
- Published: 2026-09-11T00:18:34.000Z
- Updated: 2026-09-11T00:18:34.000Z
- Description: John Ternus, taking over from Tim Cook, opened Apple’s fall event by calling the iPhone the ideal “intelligent personal hub” for AI.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, AI, Sarah Perez, Apple CEO Ternus: iPhone is best AI device

**Why it matters.** Marketers targeting iOS users must plan around on-device AI that keeps personal data out of reach for collection or ad targeting.

*Signal from* [*TechCrunch (AI)*](https://techcrunch.com/category/artificial-intelligence/?ref=medianexis.com) *·* [*Sarah Perez*](https://www.medianexis.com/tag/by-sarah-perez/) *·* [*read the original*](https://techcrunch.com/2026/09/09/apple-ceo-john-ternus-says-the-best-ai-device-is-still-the-iphone/?ref=medianexis.com)*.*