With WWDC 2025 on the horizon, Apple’s AI ambitions are under the spotlight. Last year, many hoped Apple would match rivals like Google and OpenAI, but the follow‐through didn’t quite live up to expectations, leaving both developers and consumers a bit let down.
Back in 2024, the promise was a seamless AI experience—from a more personalised Siri to enhanced tools for developers. Unfortunately, those plans have lagged behind, sparking concerns among those eager to see real progress and compete with tech giants like OpenAI and Microsoft.
Now, as WWDC 2025 approaches, the conversation has shifted from dramatic breakthroughs to steady, practical improvements. Developers are keen to get tools that genuinely integrate AI into native apps, making it easier to innovate without the usual headaches.
One bright spot is AI-assisted app development. With platforms like Cursor and Replit simplifying code generation—even for newcomers—the potential to streamline app creation is palpable. Take ChatGPT, for example: it first proved its worth online before making a successful leap to mobile. For Apple, modernising its approach is essential to stay competitive.
Adding another layer of challenge is the pressure on Apple’s App Store revenue model. Recent legal decisions have prevented fees on third-party payments, prompting developers to explore new avenues. This trend could well encourage additional regulatory shifts, increasing the pressure on Apple’s bottom line.
Even though Apple reported an impressive $1.3 trillion in billings and sales for 2024—with a notable share occurring outside its usual commission framework—it now faces the task of reaffirming the value of its ecosystem. At WWDC 2025, the goal is clear: demonstrate AI improvements that serve both users and developers.
In this fast-evolving AI landscape, Apple must show it can keep pace with nimble tech competitors and adjust to shifting legal and economic realities. WWDC 2025 is a crucial moment for the company to reshape its AI narrative and ensure it remains a trusted industry leader.
