If we go by the usual schedule , we ’re credibly a little under three months out from this year ’s Worldwide Developers Conference — chances are it ’ll be announced before the end of this very calendar month .
It foretell to be quite the event .
That ’s in no modest part because Apple ’s detect itself in an strange situation this year : the company has already glom to the fact that some of the most telling features from last year ’s WWDC tonic – Siri ’s ability to use personal context of use and take action in various apps – will not go far on time , and we do n’t know exactlywhenthey might embark , if ever .
There’s a lot of drama at Apple leading up to WWDC25 in June.
So , at this year ’s WWDC when Tim Cook greets the in - person gang and provoke up the keynote video , what exactly are we going to see , and how ’s it die to dally ?
No feature left behind*
Back in 2012 , Apple made a bold move and replaced Google Maps as the provider of its built - in single-valued function software with a homegrown solution in iOS 6 . That was , to put it politely , adebacle : for million of substance abuser , the Apple single-valued function app go from racy to untrustworthy overnight , and the company ( truly ) earned itself a disastrous eye . The situation was so bad , in fact , that Tim Cook , only a yr into his tenure as CEO , took to Apple ’s web site with an apologia , composition , “ We will keep working non - stop until Maps lives up to the same fabulously high standard . ”
grant , the position with these Apple Intelligence characteristic is a piddling different . Yes , the company demoed them at WWDC and afterward used them as the footing for an iPhone ad campaign in the capitulation , but unlike with Maps , it ’s not as if their absence seizure has made customers ’ phoneslessuseful than before .
Still , this kind of overpromising , while far from unheard of in the tech industry , is n’t the manner that Apple tend to conduct itself . That ’s not to say it does n’t bump ; the company has become over its skis in the past times , such as when it pre - announced a wireless rouse matte that it would never be able to ship . unenviable as that was , a hardware appurtenance is hardly vital to the company ’s success ; Cook sure enough did n’t put out a public mea culpa about it . Instead , like the annunciation of the Apple Intelligence hold , the news on AirPower came via aFriday press financial statement .
There’s a lot of drama at Apple leading up to WWDC25 in June.
That say , I ’m of the opinion that a miss of the level of Apple Intelligence probably should take a public apology – if not Tim Cook write on Apple.com , then at least a sit - down account with some of the public press . But so far that has n’t seemed to be extroverted , which raises the question : will the company acknowledge it at WWDC ?
There ’s a muckle of drama at Apple lead up to WWDC25 in June .
Foundry
The Apple Intelligene slides at WWDC 2025 might be a bit less cheerful.
Ignore and override
This twelvemonth ’s keynote is certain to be jam - packed , with the company demoing new features across the half - dozen platforms it maintain . It ’s for sure easy to imagine Apple bulling onward , confident in the power of its fabled reality overrefinement airfield , pretending nothing untoward has happened and that everything is fine in Cupertino .
But if this twelvemonth ’s declaration let in , as is not unbelievable , another crop of Apple Intelligence lineament , well , that becomes a trickier proposition . How do you build on features that did n’t ship ? It ’s hard to make the parameter that you ’re bring the second - propagation of Apple Intelligence features when the first never cease merchant marine . Or do you blithely re - introduce those capableness likeBullwinkle trying to commit a cony out of his chapeau ?
More to the point , how do you require developers , customers , and the media to cover any such declaration ? The virtue of being up on stagecoach , especially with a pre - recorded video , may signify that everybody has to mind to what you have to say , but you’re able to bet that it ’s going to be greeted with a whole mass more examination and skepticism after the fact .
The Apple Intelligene slides at WWDC 2025 might be a morsel less pollyannaish .
orchard apple tree
Quiet professionals
Here ’s the thing : it did n’t have to be this way . Apple ’s playbook has long been to baby-sit fast on a labor until it ’s ready to ship – or , more importantly , until you hump it ’s not going to ship . This is the company that spend ten years look at building a gondola andkilled that project offwithout ever so much as acknowledging it , much less releasing an actual product . But you ca n’t be mad at the company for not shipping something it never allege it would ship . ( Well , you’re able to , but that seems a little excessive . )
The Vision Pro is another honest object lesson . By all indications , plans for the company ’s headsetdate back as far as 2008 , no doubt well before the merchandise was technologically workable . If anything , you could argue that the party maybe should have sat on it longer to get the price down , but there ’s certainly no line that the Vision Pro engineering works as exhibit .
General consensus seems to be that Apple was caught flat - footed by the acute succeeder of reproductive AI and had to scramble to catch up . It sure as shooting seems like the ship’s company act out of fear to try out and not take care like it was irrelevant , but from this vantage it seems like that determination may have backfired . Now , instead of simply look out of speck , Apple looks , worse , like it ca n’t get the job done .
