Apple’s unfinished battle with artificial intelligence: Return or retreat at WWDC 2025?

As the Apple Developers’ World Conference (WWDC 2025) approaches, the company is standing in a critical point in its digital transformation. While the technology industry is redefining its unprecedented speed around artificial intelligence, Apple is trying to fill the gap of ambitious snacks last year and the current reality – a gap that has now become a decisive point for Apple’s future in this hot competition.

Last year, Apple introduced itself alongside leaders such as Google and OpenAI at the WWDC 2024, introducing an advanced version of Siri, the Apple Intelligence framework and new tools for developers. But the passage of time, the complex realities of development, and technical challenges, made another narrative. Key projects have been delayed, emerging tools were accompanied by technical problems and performance restrictions, and developers who were supposed to be Apple’s transformation partners looked at it.

The “Apple Intelligence” framework, which was supposed to be a turning point in artificial intelligence on the device, faced technical problems, weakness in sustainability and lack of development documentation. Instead of allowing developers to create smarter apps, it became an obstacle in the way of innovation. The lack of timely supply of tools such as Swift Assist and the fate of Apple’s cooperation with companies such as Anthropic has added to the confusion of development space.

Meanwhile, companies like Google, OpenAI and even smaller startups are launching tools that are not only technically advanced, but have simpler user experience and accessibility. Platforms such as Replit, Cursor and Bolt.new have shown that the development of the app with the help of artificial intelligence is no longer a monopoly on professional developers. This stream has created a new prospect for the development tool market and has forced Apple to revise its closed and monopolistic approach.

On the other hand, legal pressures have made the situation more complicated for Apple. The recent court ruling, which prohibits Apple from restricting payments outside the App Store, is a threat to one of the company’s most profitable revenue models. These developments have doubled the need for new motivations for developers.

Therefore, Apple is not expected to look for surprise at WWDC 2025; Rather, the success of this event depends on the gradual reconstruction of trust and the provision of reliable advances: a more stable version of Apple Intelligence, truly practical development tools and a clearer path to developing intelligence -oriented applications within Apple’s ecosystem.

Overall, the WWDC 2025 for Apple is not merely a technology conference, but a moment to redefine its position in a battle that will shape artificial intelligence not only the future of products, but the future of companies. If Apple fails to redefine its true value for developers and consumers at this critical moment, the risk of lagging off the competition will be more tangible than ever.