Apple's new chief executive, John Ternus, has weighed in on the controversy surrounding Meta's AI-powered smart glasses, telling an interviewer that Apple designs AI features to be reassuring for both the wearer and the people around them. The remarks, reported by IThome, come as Meta faces criticism over privacy concerns with its camera-equipped glasses, which some have dubbed "creepy glasses."
Apple's answer to privacy concerns
During the interview, when asked about the "creepy glasses" label, Apple's senior vice president of worldwide marketing, Greg Joswiak, joked, "What a marketing slogan," prompting laughter from Ternus. Ternus then cited the "Live Rewind" feature on the Apple Watch Series 12 as an example of how Apple approaches AI in wearables.
"We want to implement AI features in a way that people can use with confidence, and we want the people around users to feel comfortable with smart devices," Ternus said, according to IThome.
Live Rewind, which Ternus highlighted, only activates when the user deliberately presses the digital crown. It does not continuously transcribe in the background. When activated, the feature converts speech into on-screen text snippets that can be handed to Siri for further processing or saved in the Siri app. Crucially, the watch emits an audible tone from its speaker—even if the device is on silent or connected to headphones—and displays a full-screen animation and microphone indicator, alerting nearby people that the feature is in use.
The Apple Watch Series 12 also includes a "Siri Recap" feature that records a user's conversations throughout the day and generates summaries. Ternus and Joswiak stressed that neither Live Rewind nor Siri Recap identifies or labels specific individuals, that users cannot obtain audio recordings, and that Apple itself has no access to the original audio files.
Context for the tech industry
The remarks highlight a growing divide in how tech companies handle AI-enabled cameras and microphones in wearables. Meta's smart glasses, which can take photos and record video with minimal visible indicators, have drawn scrutiny from privacy advocates and regulators. Apple's approach, as described by Ternus, emphasizes explicit user activation and conspicuous notifications to bystanders.
For the broader AI hardware industry, the dispute underscores the importance of "social acceptability" in device design—a factor that could shape consumer adoption and regulatory responses. As AI wearables become more common, companies may need to balance functionality with privacy safeguards to avoid backlash.
According to IThome, Apple's comments come as the company also reportedly adjusts store policies and prepares for new product launches, signaling a busy period for the tech giant under its new CEO.
