Apple Tries to Regain Footing in AI Race at WWDC 2025
After stumbling in the AI race, Apple attempted to regain its footing at its annual developers conference, focusing on incremental advances and cosmetic changes. The event, held at Apple’s Silicon Valley headquarters, attracted thousands of developers from nearly 60 countries.
New Features and Design
Apple highlighted plans for more AI tools designed to simplify people’s lives and make its products more intuitive. The company also provided an early glimpse at the biggest redesign of its iPhone software in a decade, introducing a new design called ‘Liquid Glass.’ This aesthetic applies a translucent effect to menus and toolbars, allowing icons and open panes to refract and reflect background elements.
“Our product experience has become even more seamless and enjoyable,” Apple CEO Tim Cook told the crowd as the 90-minute showcase wrapped up. The ‘Liquid Glass’ design also allows for more resizing options for app displays on larger platforms, and icons receive a more curved look.
Catching Up in AI
The conference came amid questions about whether Apple has lost some of its innovative drive. Instead of making a big splash, Apple took a low-key approach, emphasizing software improvements and compatibility with sophisticated computer chips. Apple executives promised to make its software more compatible across devices, including iPhone, iPad, and Mac.
Apple’s AI efforts are still playing catch-up, particularly with its virtual assistant Siri. The company didn’t provide a precise timetable for when Siri’s AI upgrade will be finished but indicated it won’t happen until next year at the earliest. “This work needed more time to reach our high-quality bar,” Craig Federighi, Apple’s top software executive, said.
Challenges Ahead
Apple faces regulatory threats and trade challenges that could impact its revenue and research and development. A federal judge is weighing countermeasures to Google’s illegal monopoly in search, which could include a ban on deals worth $20 billion annually to Apple. The company is also caught in the crosshairs of President Donald Trump’s trade war with China.
The multidimensional challenges facing Apple are spooking investors, causing the company’s stock price to plunge by 20% so far this year, erasing about $750 billion in shareholder wealth. Apple’s shares closed down by more than 1% on Monday, indicating the company’s latest announcements didn’t inspire investors.
