Apple's New CEO: AI Wearables Shouldn't Feel Creepy

When Meta's smart glasses earned the nickname "creepy glasses," it sparked a broader debate about privacy and AI wearables. Now, Apple's new CEO, John Ternus, is weighing in—and he's making it clear where Apple stands.

In a recent interview with Business Insider, Ternus was asked about the controversy. "I know you can't talk about unreleased products," the host began, "but what do you think of the so-called 'creepy glasses'?" Greg Joswiak, Apple's Senior Vice President of Global Marketing, jumped in with a grin: "That's really a marketing slogan." Ternus laughed along, but his answer went deeper.

A Different Approach: Privacy by Design

Rather than dismissing the concern, Ternus used Apple's own technology to illustrate a philosophy. He pointed to the Live Rewind feature on the Apple Watch Series 12. "We want to implement AI features in a way that people can use with confidence," he explained, "and that also makes those around them feel confident about smart devices."

So how does Live Rewind work? It only starts when you actively press the digital crown—no continuous background recording. Voice content is converted into text snippets on the screen, which you can hand off to Siri or save in the Siri app. But here's the key: once activated, the watch emits a prompt sound, even in silent mode or with headphones connected. The screen also displays a full-screen animation and a microphone indicator, so everyone nearby knows the feature is on.

No Secret Recordings, No Data Hoarding

The Apple Watch Series 12 also includes a Siri Recap feature that summarizes your day's conversations. Ternus and Joswiak stressed that neither Live Rewind nor Siri Recap identifies or labels specific individuals. Users can't access audio recordings, and Apple can't access original audio files either.

It's a sharp contrast to the "creepy glasses" narrative. While Meta's glasses have raised concerns about covert recording, Apple is betting that transparency—clear prompts, visible indicators, and strict data limits—can build trust.

The Bigger Picture: AI That Respects Everyone

Ternus's comments reflect a broader principle: AI wearables shouldn't just serve the user; they should also respect the people around them. In a world where cameras and microphones are increasingly embedded in everyday devices, that distinction matters.

Apple isn't alone in grappling with these issues. But by highlighting features like Live Rewind, the company is trying to position itself as the privacy-conscious choice. Whether that resonates with consumers remains to be seen—but for now, Ternus wants you to know: Apple's AI won't be sneaky.

Key Points

Apple CEO John Ternus addressed Meta's "creepy glasses" controversy, emphasizing that AI devices should make everyone feel at ease.
Live Rewind on Apple Watch Series 12 only activates with a deliberate press, emits a chime, and shows a visual indicator—no background recording.
Siri Recap summarizes conversations without identifying individuals or storing audio.
Apple's stance: transparency and user control are central to its AI wearable strategy.

Apple's New CEO: AI Wearables Shouldn't Feel Creepy