Trevor Long speaks with Apple's Senior Vice President of Worldwide Marketing, Greg "Joz" Joswiak.
Share this @internewscast.com
ANALYSIS: While major tech companies such as Google, Microsoft, and OpenAI often grab headlines with their AI chatbots and rapid launches, Apple has opted for a more subdued, deliberate approach to artificial intelligence.
In a special interview with 9news.com.au at Apple’s developer conference, the company’s Senior Vice President of Worldwide Marketing, Greg “Joz” Joswiak, discussed how Apple is adopting generative AI by focusing on practicality and integration over hype.

“Our strategy is to incorporate generative AI to enhance the features across our apps, operating systems, and products,” Joswiak explained.

Trevor Long speaks with Apple's Senior Vice President of Worldwide Marketing, Greg "Joz" Joswiak.
Trevor Long speaks with Apple’s Senior Vice President of Worldwide Marketing, Greg “Joz” Joswiak. (Trevor Long)

Unlike others, Apple isn’t building a chatbot.

In fact, it’s partnered with OpenAI to offer ChatGPT as an option for those who want it.

But at its core, Apple’s strategy is not to spotlight AI – it’s to make it quietly enhance the experience.

“Sometimes you don’t even know or care that you’re using generative AI,” he said.

Apple Intelligence: A different path

Announced at WWDC last year, Apple Intelligence is the company’s formal branding for its AI features, but it’s not a new app or assistant.

This includes a variety of tools and improvements directly embedded within the operating systems used daily, such as message summarization, writing suggestions, Genmoji creation, live translation, and smarter call management.

Joswiak described it as a long-term play, not a reaction to headlines.

“This isn’t a one-year thing, or a two-year thing. It’s something we’ll be working on for a decade—if not decades,” he said.

Global pressure and expectations

Apple’s AI announcements follow a period of intense scrutiny from analysts and the tech media, many of whom believed that the company was falling behind in the AI competition.

Unlike its rivals, Apple had made few major AI announcements in recent years, fuelling speculation that it was behind the curve.

Joswiak didn’t dispute that others had been more vocal, but pointed out that Apple’s track record favours execution over noise.

“Often times you see our competitors will announce things, not ship them. And sometimes people don’t even notice,” he said.

“We welcome the higher expectations people have of us.”

Design consistency across devices

As part of its broader push, Apple is also rolling out a major user interface refresh – the first in more than a decade.

Inspired in part by the design language of Vision Pro, this new look – called “liquid glass” is being deployed across iOS, iPadOS, macOS and more, helping tie Apple’s product ecosystem closer together.

Apple is also rolling out a major user interface refresh. (Supplied)

“You don’t refresh a UI every year… This allowed us to take another look at how to make it even fresher,” Joswiak said.

He explained that consistent design – and now, consistent intelligence – is key to helping users move seamlessly between Apple devices.

AI in the background, not the foreground

Rather than build a central AI assistant, Apple wants its intelligence to operate subtly, behind the scenes.

“The technology recedes, and what you’re doing becomes the important part,” Joswiak said.

In a world racing to showcase AI’s capabilities, Apple’s choice to keep things understated may seem like a gamble.

But for now, the company is sticking to its belief that AI should be useful, not just impressive.

“We’re not trying to impress people with AI,” Joswiak said.

“We’re trying to help them do more with the devices they already use.”

Apple Intelligence runs on the iPhone 15 Pro series, and all of the iPhone 16’s, as well as on Macs and iPads with Apple’s “M” series processors.

When I asked Joz which feature was the most popular, or that users should first check out, he admitted it was different for every user, but that Apple is more interested in everyday usefulness – especially in tools most people already rely on.

He gave the example: “I write all the time,” Joswiak said.

“Given my job… I often type faster than I think – or think faster than I type. I’m not sure which it is.”

That’s where Apple Intelligence steps in.

The built-in writing tools now help users rewrite, proofread, and summarise text – on everything from emails to notes.

For Joz, it’s already become second nature.

“Now I proofread everything just as a matter of course. I deliver nicely written messages to everybody else,” he said9News.

Other features like Genmoji creation, live translation, and even smart call management (like hold-music detection or spam flagging) are similarly powered by Apple’s on-device AI engine.

Changes are coming with Apple’s iOS 26. (Supplied)

They may not look revolutionary on the surface, but they’re designed to quietly save time, reduce friction, and make everyday interactions smarter.

“There’s just so many,” Joswiak said.

“Some are obvious, others are subtle—but they all help.”

Trevor Long travelled to the US as a guest of Apple.

Share this @internewscast.com
You May Also Like
Flaming chunk of suspected space junk crash lands on WA mine site

Unmasking the Cosmic Intruder: Space Debris Crashes into Western Australia Mine

At around 2 pm local time (5 pm AEDT) yesterday, workers at…
First major test of ceasefire as Israel accuses Hamas of attack

Ceasefire Under Scrutiny: Israel Alleges Hamas Violation in New Tensions

Israel launched strikes in the southern Gaza Strip, responding to what it…
Stock image of Australian money - $100, $50 and $20 notes

Millions of Australians Acknowledge Financial Habits That Could Impact Their Retirement Savings

A recent survey has highlighted a startling revelation: approximately 6.2 million Australians…

Mitchell Marsh’s Candid Response on Test Cricket Comeback for Ashes: ‘I’ll Be Six Beers In

Following his exclusion from Australia’s Test cricket lineup during the Border-Gavaskar Series…
Missing Perth woman Michelle Leahy

Husband of Missing Perth Woman Issues Heartfelt Appeal for Her Safe Return

A WA family is desperately searching for answers after a much-loved mother…

Albanese Set for First Meeting with Trump: Insights from Past Leader Encounters

After four phone calls and a brief encounter at the UN, the…
The Office Australia has been officially cancelled

Australian Adaptation of ‘The Office’ Canceled After One Season Amid Critical Backlash

The Australian adaptation of “The Office” has reached its end, with confirmation…

David Littleproud Expresses Support for Barnaby Joyce to Remain with the Nationals

Nationals leader David Littleproud has called for Barnaby Joyce to remain with…
Victoria Police Wayne Cheeseman rock protests Melbourne Australia

Premier Asserts Safety of Melbourne’s CBD Amid Recent Violent Incidents

In a turbulent Sunday event in the Central Business District, two police…
Torrensville firebombing

Shocking Violence: Two Workers Burned in Suspected Tobacco Industry Conflict Escalation

Adelaide is witnessing a troubling surge in arson incidents targeting local businesses,…

Public Alert: Gold and Silver Prices Surge Dramatically, Potential Investment Risks Ahead

In recent days, hundreds have been lining up outside retailers across Australia,…
Even Cartman and the gang are obsessed with 6-7. Now that the grown-ups are talking about it, though, will the meme still be cool?

Discover Why Students Globally Are Buzzing About the ‘6-7’ Meme in Classrooms

The stir caused by a simple number hasn’t been this significant since…