Apple, long considered a trailblazer in the tech industry, finds itself in an unusually defensive position ahead of its Worldwide Developers Conference (WWDC) 2025. The company’s highly anticipated entrance into the artificial intelligence (AI) race last year did not go as planned. Instead of wowing consumers and developers, Apple’s AI ambitions—particularly in upgrading Siri and launching on-device intelligence—have stumbled. Now, with WWDC around the corner, Apple faces rising pressure to deliver meaningful progress.
Apple’s AI Announcement: High Hopes, Low Delivery
- When Apple introduced “Apple Intelligence” at WWDC 2024, expectations soared. The company pitched it as a privacy-focused, on-device large language model (LLM) solution that would revolutionize the user experience through a smarter Siri, AI-generated summaries and predictive assistance tools. Apple was seen as finally stepping into a space dominated by OpenAI, Google, and Microsoft.
- But over the following year, the rollout failed to match the hype. Many key features were delayed, including the much-publicized new Siri. Some generative AI tools, such as automatic news and article summaries, were quietly pulled after they generated misleading content. Internal sources revealed that Siri’s upgraded functions were only working correctly around 70–80% of the time. As a result, Apple decided to delay further public deployment, and its AI push lost momentum.
Market Reactions: Investors Lose Patience
- Apple’s AI struggle has had real consequences in the market. Its stock performance has significantly lagged behind other major tech firms in 2025. While Microsoft, Meta, and Nvidia saw strong growth fueled by AI integration, Apple’s cautious and inconsistent progress raised eyebrows among investors and analysts.
- The main concern is that Apple may be falling behind. Companies like Google are embedding AI across search and productivity tools, while Microsoft continues its aggressive rollout of AI through Copilot and Office apps. Apple’s slower approach—focused on privacy, on-device computation, and quality control—may be noble, but it is not exciting shareholders seeking bold innovation.
Developer Disappointment and User Skepticism
- It’s not just Wall Street that is showing concern. Developers who build within Apple’s ecosystem have expressed frustration over limited AI APIs, lack of hands-on access to Apple’s language models, and delays in integrating the promised AI features into iOS and macOS. This frustration is compounded by Apple’s tight-lipped culture, which limits public updates or beta testing opportunities.
- Users, too, are increasingly skeptical. Many Apple users expected tangible upgrades to Siri by now—more natural conversations, better contextual understanding, or even integration with AI chat tools. Instead, Siri remains largely unchanged from previous years, while rivals like Google Assistant and Amazon’s Alexa push ahead with LLM integration.
WWDC 2025: Apple’s Chance to Rebuild Trust
WWDC 2025 is no longer just a product showcase—it is Apple’s chance to regain control of the AI narrative. Rather than delivering lofty promises, this time the company must present real, working features and clear timelines.
Industry insiders believe Apple will reveal:
- A Revised Roadmap for Apple Intelligence
- A stable version of Siri powered by its LLM
- Developer tools for third-party AI integration
- New privacy safeguards for AI-powered applications
- Minor operating system updates with AI-assisted features
Apple is expected to emphasize quality and reliability over flashy new features. If it can deliver stable improvements, it may restore confidence.
Inside the Siri Setback
- Apple’s troubles with Siri have become symbolic of its broader AI issues. Internally, engineers faced major obstacles in making Siri smarter and more responsive using Apple’s LLMs. The assistant frequently failed to deliver consistent results, especially when handling nuanced or multi-step queries.
- There were also coordination issues between teams. Engineers wanted more time to refine the models, while product marketing teams were eager to showcase breakthroughs. In the end, performance did not meet internal standards, leading to quiet postponements and removal of promotional materials.
- This situation highlights the difficulty Apple faces in innovating under its high bar for privacy, security, and user experience.
Competition Intensifies
Apple’s delay in AI comes at a time when the rest of the industry is surging forward. OpenAI has expanded ChatGPT’s functionality across web browsing, image generation, and coding support. Google continues to enhance its Gemini platform and integrate AI into its products. Meta is rolling out AI personas, and Microsoft is embedding AI into Windows and Teams.
Even in hardware, Apple faces fresh challenges. Former Apple designer Jony Ive is reportedly collaborating with OpenAI to build the next-generation AI device. The line between software and hardware is blurring, and Apple’s ecosystem-first approach may soon be tested by standalone, AI-driven devices.
What Apple Needs to Do
For Apple to recover and thrive in the AI space, the company must do more than catch up—it must redefine what AI looks like within a secure, user-friendly environment. A few key steps it must take include:
- Transparency: Openly acknowledge previous delays and explain the new path forward.
- Consistency: Deliver updates on time and make sure they work as expected.
- Support Developers: Release accessible AI tools and documentation to spark innovation within the Apple ecosystem.
- Demonstrate Use Cases: Show how AI can improve real-world scenarios for users without compromising privacy.
A Critical Turning Point
Apple is no stranger to innovation. From the iPhone to the M-series chips, the company has proven it can set new industry standards. But in the rapidly evolving world of AI, Apple’s traditional, closed-door approach may no longer be enough. WWDC 2025 could be a defining moment—not just for the future of Siri or Apple Intelligence, but for Apple’s credibility as a leader in technology.
If Apple can emerge from this moment with a clear, functioning vision for AI, it may regain its footing. If not, it risks being remembered as the tech giant that hesitated while others transformed the future.
