Apple is in defense on WWDC 2025

It is in early June and the vibrations are definitely distant in Cupertino.

The media threshing leading to the last two conferences of Apple developers was very different. There was anticipation in 2023 for a new potentially revolutionary helmet. In 2024, there was a feeling of urgency leading to the advertisements and whispers of the AI ​​of the company that Siri could actually be good in something. But 2025?

Well, things are different.

The pro vision was the big announcement of this show in 2023, and it is, uh, still there. Apple would have reduce production due to slow salesand you can Get one to a steep discount On eBay. Maybe The price is false. And the announcement of Big IA last year? How is it going? In the current state of things, Apple Intelligence is blocked. The features that Apple managed to deploy are disappointingand the fleshy update of Siri has been delayed – Maybe even for years. It seems that everything was A real fiasco Inside the apple and publicly, the company withdrew an advertisement Presenting SIRI features which simply do not exist yet. Ouch.

And then there are legal things. In 2021, A court in California ordered Apple To allow developers to add links allowing customers to make purchases outside of their applications. The company was also supposed to find a justification for the commission that it had decided to make these purchases.

Apple’s subsequent compliance with this ordinance was so poor that judge Yvonne Gonzalez Rogers is fed up and prevented the company from taking any costs on these purchases and recommended the case for the criminal contempt procedure – all detailed in A bubbling decision of 80 pages. Meanwhile, in the EU, regulators condemned to an Apple fine For practices that do not respect the antitrust rules of the DMA, Fortnite East Back in the App StoreAnd oh yes, President Donald Trump Guard Shake the prices around Tim Cook’s face With a cockamary plan to convince him to build iphones in the United States.

What is a CEO of besieged tech to do in times like these? Here is what I as To see at WWDC: Apple showing a little humility. I don’t want to see a two -minute Hollywood production by Craig Federighi jump from a helicopter or anything with his expensive haircut who beats in the wind. I would like to see Tim Cook get on stage and appropriate the recent misconducts of the company. Does he not owe this public in particular a kind of apology after a judge has exploded it for choosing The worst option for developers Every round? Should he not at least recognize that the company has released on its skis showing us Apple intelligence demos on the same scene last year that, according to some accounts, were pure vaporware?

It would be the right thing to do, but a first indication makes it unlikely that Apple will choose this path. Daringannual John Gruber Talk show The episode generally presents apparitions invited by Apple leaders who provide color on WWDC big announcements. But Gruber says that this year, for the first time since 2015, Apple has refused the invitation to join. In particular, Gruber has published a blog earlier this year Take a critical objective of Apple mismanagement of AI’s features. Coincidence, I’m sure!

This is a strong indicator that Apple will choose the most familiar option: the confidence of the project and will continue to smile. Instead of sincere recognition of his mistakes, we will probably see his paper on the disastrous deployment of Apple Intelligence with a Elegant new overhaul And A new convention for the name of the operating system for funsies. They will continue to claim that pro vision is a beloved innovation and not only dust on the shelves of the first adopters. They will continue to emphasize that the notification summaries and a generator of text prompt images constitute a set of interesting AI features.

The problem is that I don’t think it will be enough this time. Apple’s personality force supported it through misconductBut I don’t think the same game book will work through the current crisis. The course of action is down its peaks earlier in the year – about Flat from last June – a federal judge breathes fire to Tim Cook, and it is obvious for anyone with an iPhone 16 that Apple Intelligence is at best half -cooked. What about vibrations? Well, far.

But the thing about an atmosphere is that you can overthrow it. WWDC is Apple’s chance to speak directly to its most important audience: developers. Apple leaders would remember that these are applications that have made the iPhone what it is today. If the developers will follow Apple in the next era of the AI ​​or the XR or whatever the change, then it would be the right time to show them a little humility.