Apple Faces AI Challenges Ahead of WWDC 2025

Apple’s Worldwide Developer Conference (WWDC) 2024 generated significant excitement around its AI capabilities, promising a platform to rival Google and OpenAI. However, the initial demos, while compelling, have not translated into a fully realized AI ecosystem, leaving both developers and consumers disappointed.

Central to Apple’s AI strategy was a personalized version of Siri, designed to act as a context-aware assistant understanding user behavior across apps. Unfortunately, this feature has been delayed, weakening Apple’s AI value proposition and limiting developers’ ability to create intelligent, interactive app experiences.

This delay means consumers miss out on promised AI enhancements, and developers lose a critical tool to innovate within the iOS ecosystem. Meanwhile, competitors like OpenAI, Google, and Microsoft continue to advance rapidly, raising questions about Apple’s competitiveness in AI.

Opportunities in AI-Assisted App Development

One of Apple’s best chances to regain momentum lies in empowering developers with AI-assisted tools. The rise of platforms like Cursor, Replit, and Bolt.new has simplified code generation, enabling faster product development even for non-developers. Apple’s own initiatives, such as Swift Assist and Anthropic-powered coding tools, aim to lower barriers for iOS app creation.

If Apple can modernize its developer tools and encourage more AI-powered apps on the App Store, it could enrich the ecosystem and open new revenue streams. This is especially critical as legal rulings in the U.S. now limit Apple’s ability to charge commissions on third-party payment methods, threatening traditional App Store income.

Navigating Legal and Market Challenges

In April 2025, a U.S. court ruled that Apple must allow apps to link to external payment methods without charging fees, a decision upheld despite Apple’s appeal. This ruling could encourage developers to bypass the App Store for subscriptions and add-ons, potentially at lower prices, challenging Apple’s revenue model.

With $1.3 trillion in billings and sales reported in 2024, Apple’s ecosystem remains massive, but shifting legal and economic realities demand new strategies to maintain developer engagement and ecosystem value.

Looking Ahead to WWDC 2025

As WWDC 2025 approaches, expectations are tempered. Developers and analysts anticipate incremental improvements in AI integration and developer tools rather than groundbreaking Siri enhancements. Apple faces the challenge of proving it can deliver meaningful AI experiences that benefit both users and developers.

In a rapidly evolving AI landscape, Apple must accelerate innovation and ecosystem support to stay competitive. The upcoming conference is a critical moment for the company to reassert its AI vision and demonstrate tangible progress.