Each year, the Worldwide Developers Conference (WWDC) is an opportunity for Apple to present the new features that will enrich its operating systems, namely iOS, iPadOS, macOS, and watchOS, in the coming months. Last year, Apple made a big splash by unveiling Apple Intelligence, the suite of tools powered by generative AI that aims to revolutionize the operation of the iPhone, and all of the brand's devices.
This year, the Cupertino giant didn't have a lot of new features in its pipeline, and that was evident throughout the opening conference. At a time when all the tech giants are innovating by relying on generative AI, Apple spent most of the WWDC 25 keynote talking about the new design of its OS, Liquid Glass. This new visual language, already controversial, emphasizes transparency, but struggles to unleash the crowds.
A WWDC that rings hollow?
The opening conference was sadly distinguished by a lack of innovations related to artificial intelligence. Yet this is the central topic occupying all the tech giants at the moment, without exception. In fact, Apple contented itself with making a few anecdotal improvements to Apple Intelligence. WWDC was, however, an opportunity to make up for last year's communication blunders and give Apple Intelligence its due. As it stands, the suite of tools isn't yet ready to revolutionize the use of the iPhone and the brand's other products. A year after the ambitious WWDC 24, Apple seems more or less at the same stage... while the competition is advancing by leaps and bounds. Unlike Apple, Google also made numerous AI-related announcements at its latest Google i/O for developers.
We also regret the absence of announcements concerning the connected home, which Apple intends to take by storm with a range of AI-powered products. The group's radio silence suggests that we'll have to be patient before we see Apple's offensive in this market, dominated by Google and Amazon.
Apple's communication strategy at WWDC highlights the group's delay in the field of AI. Throughout the keynote, we often had the impression that the company led by Tim Cook was padding the air, without really knowing what to say. In an attempt to generate a little enthusiasm, Apple seems to have oversold all the new features in its pipeline, including the most anecdotal ones. Obviously, not everything is to be thrown away. WWDC was peppered with good ideas, such as the new Phone app, the leap forward for iPadOS, CarPlay, and live translation on iOS. However, these new features weren't enough to improve the overall outcome of this WWDC. Let's bet that Apple will correct this situation at the next edition. Do you agree with this observation? What did you think of WWDC? We look forward to your feedback in the comments.
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