The 2025 World Developers Conference (WWDC) is the focus of attention, but not in the way Apple expects.
The atmosphere of this year's event is completely different from the excitement seen at WWDC 2023 and 2024. Two years ago, Vision Pro was launched, giving birth to hope for a mixed reality future. A year later, Apple Intelligence was introduced with high expectations for artificial intelligence (AI). But now, it is all a big pressure for CEO Tim Cook.
Vision Pro did not achieve expected sales, forcing Apple to cut production. Apple Intelligence also disappointed users and analysts with the delay in upgrading Siri. At one point, Apple even had to withdraw Siri-related ads because the promotion feature did not exist.
The situation is further strained as Apple faces a series of legal problems. In California, the company was forced to allow developers to add non-app payment linkages, affecting the commission fee. In Europe, Apple was fined for violating antitrust laws. US President Donald Trump continues to impose tariffs to force the company to move its production line domestically.
Amidst countless challenges, Apple is still trying to show confidence. Company leaders are preparing to appear on the WWDC stage to introduce iOS 26, iPadOS 26 and other updates, instead of mentioning the recent failure.
According to leaked information, iOS 26 and iPadOS 26 will have extensive interface changes based on the visionOS operating system. Bloomberg's Mark Gurman said this is the biggest change since iOS 7. The new operating system will also integrate AI-powered battery management to extend battery life.
However, according to expert Mark Gurman, WWDC 2025 may be a big disappointment from an AI perspective. While other technology giants such as Google and OpenAI continue to make their mark with new breakthroughs, Apple is considered to be behind. Although it once affirmed that going behind to do better, Apple does not seem to have enough powder to go low.
Some websites have warned that many of Apple's AI features are just marketing tricks, created by marketing teams and partnerships like OpenAI. A year later, reality partly proved that assessment.
Ahead of WWDC, many Apple insiders are concerned that what was announced at the event will only highlight the gap between the company and its competitors in the AI race. In that context, the pressure on Tim Cook and Apple has never been this great.
