WWDC 2025 kicks off on June 9; Apple’s long-term AI strategy in focus | Technology News

You’re gonna want to save the date for the week of June 9! #WWDC25 pic.twitter.com/gjzYZCkPbA

— Greg Joswiak (@gregjoz) March 25, 2025

Unlike Apple’s high-profile product launches, WWDC doesn’t attract major investor attention. On the first day of the conference, Apple typically announces updates to its iOS, iPadOS, watchOS, and macOS software in a two-hour prerecorded keynote presentation hosted by Tim Cook. While it is no longer a live event, Apple has been screening the presentation at its headquarters for the past year or two. App developers then have the opportunity to attend workshops—either virtually or in person—where they can learn about Apple’s latest software.

The idea behind holding a developer conference early is to preview new software coming to Apple’s main platforms, which traditionally starts rolling out later in the year alongside new hardware launches, allowing developers to begin updating their apps. WWDC isn’t typically where Apple unveils new hardware, though the company has launched new devices in the past.

This year, Apple plans to use WWDC for several expected announcements, including iOS 19, iPadOS 19, and the next version of macOS. However, many also anticipate that Apple will reveal—or at least tease—a brand-new operating system for smart home devices, with its first hardware, possibly similar to an Amazon Echo Show, arriving at a later date.

But this year, all eyes are on Apple to see how it moves forward in the AI landscape and whether it has something more advanced than “Apple Intelligence” to showcase to developers. At last year’s WWDC, Apple unveiled a collection of apps, features, and services under the Apple Intelligence umbrella—some of which launched, while others have yet to see the light of day. While the announcement of Apple Intelligence helped drive sales of newer iPhones by promising advanced AI features, the strategy hasn’t played out as Apple had hoped.

Among the many Apple Intelligence features that seemed useful, one standout was the revamped Siri, Apple’s virtual assistant. However, despite Apple’s initial tease, the promised AI upgrade for Siri has yet to roll out, even months later. With Apple reportedly restructuring the team in charge of the project—replacing John Giannandrea with Vision Pro leader Mike Rockwell—it suggests that Apple overpromised one of the best features of Apple Intelligence and underdelivered, a rare misstep.

Apple has a different AI strategy than its competitors, but there is now pressure on Cupertino to deliver on its initial promises with a clear AI strategy and vision.