Apple's AI Journey and Expectations for WWDC 2025

At WWDC 2025, all eyes will be on Apple to see how it addresses a year marked by unfulfilled AI promises. While AI captured mainstream attention leading up to WWDC 2024, with breakthroughs like Google's Gemini and OpenAI's ChatGPT showcasing advanced generative capabilities, Apple took a notably cautious approach.

Unlike competitors who flaunted AI advancements, Apple kept its AI plans under wraps. When CEO Tim Cook introduced Apple Intelligence at WWDC 2024, the features were practical and modest—focusing on notification summaries, photo distraction removal, and enhancing Siri as a personal assistant.

This measured rollout initially earned praise for its practicality, but progress slowed. Internal challenges with Siri became public, and Apple admitted that advancements would take longer than expected. Now, uncertainty looms over Siri’s significant improvements in the near term.

So how will Apple confront this AI 'elephant in the room' at WWDC 2025? The most likely scenario is a focus on future developments rather than dwelling on past shortcomings. Apple’s style favors subtle acknowledgment with wit and charm, often delivered by senior vice president Craig Federighi, known for his lighthearted presentations.

WWDC remains primarily a developer-focused event, treating attendees as an exclusive community while showcasing technologies that will shape the broader tech landscape. Expect Federighi to blend humor with insight, perhaps nodding to Apple’s AI ambitions and challenges before unveiling the next wave of innovations.

The competition between tech giants like Apple and Google is fierce, with each vying to dominate the AI future. Yet, they also share a playful rivalry, as seen when Google’s Android team cheekily referenced Apple’s AI efforts during their own events. This dynamic adds a layer of intrigue to WWDC 2025’s keynote.

Ultimately, WWDC 2025 will be the moment to see how Apple plans to regain momentum in AI. Will it unveil breakthroughs that catch up to or surpass competitors? Or will it continue its steady, practical approach? The answers will shape the AI landscape for developers and consumers alike.

The event will be streamed live on June 9, 2025, with real-time coverage from industry experts eager to capture Apple’s next moves—hopefully without any parachute stunts this year.