Apple’s WWDC 2025: A Measured Push Into AI Wrapped in a New Look

Apple’s Worldwide Developers Conference 2025 came and went without a bang, as the tech giant delivered a keynote that met low expectations but offered little in the way of major innovation. The most prominent reveal was the new “Liquid Glass” design—a sweeping UI overhaul across iOS, macOS, iPadOS, watchOS, and tvOS meant to unify Apple’s ecosystem with a sleeker, more fluid interface. The redesign, while visually impressive, served more as a facelift than a functional leap, and the lack of hardware or groundbreaking software announcements weighed on investor sentiment. Shares of AAPL slid roughly 1.5% during the session, falling from $204 to $200, where psychological support held—but just barely.

At the center of Apple’s updates was its AI rebrand under the “Apple Intelligence” umbrella. But once again, the delivery lacked fireworks. The company did showcase deeper AI integration in system-wide features, including Visual Intelligence, which allows users to screenshot content and instantly interact with it—whether that means asking ChatGPT for context or adding a calendar reminder. Apple also announced a Foundation Model Framework that opens up Apple Intelligence to third-party apps. Yet these additions felt more like catch-up moves than breakthrough innovations, especially in contrast to rivals who have made bigger AI leaps in recent quarters.

Several apps got upgrades powered by Apple Intelligence. For instance, Workout Buddy for watchOS 26 offers motivational voice prompts and real-time feedback. In iOS 26, Visual Intelligence was expanded to work seamlessly across apps—essentially a Cupertino-flavored version of Google Lens. Apple also revealed its new Games app, a centralized hub for all things mobile gaming, with multiplayer modes and Game Center features now housed in one location. Meanwhile, Wallet will soon support a TSA-compatible digital ID, and group chats will finally feature polls and Apple Cash payments.

Beyond the AI features, the company announced updates to its entertainment platforms. Apple TV’s new UI will adopt the Liquid Glass aesthetic, and user profiles are coming to personalize recommendations. Upcoming Apple TV+ releases like Chief of War and Slow Horses were teased, along with a new Denzel Washington project. The Vision Pro got some attention as well, including more realistic “Personas” and support for PlayStation VR controllers, but nothing in the segment suggested a mass-market breakthrough for Apple’s spatial computing push.

Apple Intelligence also got a boost in developer tools. The company announced generative coding integrations in Xcode, allowing developers to use models like ChatGPT to assist in building apps more efficiently. Additionally, updates to iPadOS 26 included a multitasking overhaul, Mac-style menu bars, and a new windowing system that offers better app layout management. The new Local Capture feature and enhanced folder personalization are intended to further blur the line between tablets and full laptops—though again, not a groundbreaking change, more of a quality-of-life update.

In terms of software branding, Apple will now align version numbers across platforms—everything from iOS to tvOS and watchOS is now labeled version 26, reinforcing the theme of a unified ecosystem. The lone standout: macOS, which adopts the new title “Tahoe,” complete with updates to multitasking, personalization, and Liquid Glass design cues.

Heading into the event, many on Wall Street viewed WWDC as a critical opportunity for Apple to signal its seriousness in the AI race. While Apple did lay some groundwork—such as deeper ChatGPT integration and developer access to its foundation models—the broader takeaway is that the company is still in the early innings. The event felt more like Apple stabilizing the ship than steering it into new waters. That’s not necessarily a bad thing, but it doesn’t set the stage for breakout growth, either.

Technically, Apple remains stuck in a trading range between $190 and $215 that has held since April. The WWDC event didn’t deliver the kind of catalyst needed to break out of that band, and with shares now sitting near the lower end of that range, further profit-taking can’t be ruled out. However, with AI-related infrastructure still in development and a new iPhone cycle looming this fall, bulls may get another chance later this year. Until then, WWDC 2025 will be remembered as a sleek, well-produced show with minimal strategic impact—more style than substance.