Apple plays it safe at WWDC 2025

Apple Inc (NASDAQ:AAPL, ETR:APC) unveiled a sweeping redesign of its mobile operating system and a range of software updates at its annual Worldwide Developers Conference (WWDC) on Monday, where the tech giant showed no signs of deviating from its cautious push into artificial intelligence.

The highlight of the event was the introduction of a new visual interface dubbed “Liquid Glass,” Apple’s most significant design overhaul since iOS 7 in 2013.

The update, which will roll out across all Apple platforms, features translucent elements, shine effects, and smoother animations aimed at delivering a more modern, intuitive user experience.

While Apple emphasized design and usability, its artificial intelligence announcements drew a more muted response. The company delayed the rollout of its upgraded AI-powered Siri, saying, “This work needed more time to reach our high quality bar, and we look forward to sharing more about it in the coming year.”

The restrained pace of Apple’s AI rollout stood in contrast to recent industry trends, as competitors aggressively invest in large language models and dedicated AI infrastructure. Apple’s strategy, for now, continues to rely on its neural engine and on-device processing.

Dan Ives, analyst at Wedbush Securities, called the event “a yawner” from an investor excitement standpoint, though he acknowledged the company is laying groundwork for a longer-term AI strategy.

“WWDC laid out the vision for developers (but) was void of any major Apple Intelligence progress as Cupertino is playing it safe and close to the vest after the missteps last year,” Ives commented. “This is a big year ahead for Apple to monetize on the AI front… Cook & Co. may be forced into doing some bigger AI acquisitions to jumpstart this AI strategy.”

Cautious steps

Apple did take meaningful steps by expanding language support for Apple Intelligence, unveiling foundation model frameworks for developers, and previewing on-device AI features such as Live Translation. These tools, which will run offline, are designed to allow developers to build privacy-conscious AI features directly into their apps.

Despite being late to the generative AI race, Apple appears to be planting the “initial seeds” of a multi-year strategy, Ives said, noting the company’s 2.4 billion-device install base as a long-term strength.

But investor patience is wearing thin, Ives added.

Shares of Apple fell 1.5% following the presentation.