Apple Unveils Incremental AI Updates at WWDC Amid Growth Skepticism

At Apple's 2025 Worldwide Developers Conference, the company unveiled incremental AI updates focused on seamless integration across its operating systems rather than standalone AI applications, emphasizing privacy and local on-device processing. Executives Greg Joswiak and Craig Federighi highlighted Apple Intelligence as an enabling technology embedded in everyday features, distancing themselves from chatbot-style AI and stressing contextual Siri improvements. Despite these efforts, analysts and industry observers widely view Apple's AI progress as evolutionary and modest compared to competitors, citing the lack of breakthrough innovations or highly differentiated AI products. Apple acknowledged delays in delivering its promised personalized AI features that leverage private user data, with further developments expected in the coming year. The company’s approach favors security and efficiency over the expansive cloud-based AI models popular elsewhere, a strategy that some see as causing Apple to lag in the AI race. Meanwhile, Apple is expected to rely on upcoming hardware releases, such as new iPhone models, to drive growth rather than AI advancements alone.