Apple is under pressure to prove it still has its magic, especially after it promised new artificial intelligence (AI) features for iPhones but failed to deliver. Other companies are moving ahead faster with AI technology.
Apple will share its plans for new devices and software at its big event, the Worldwide Developers Conference (WWDC), starting Monday in Silicon Valley.
Last year, Apple announced a group of AI features called “Apple Intelligence” for iPhones, including improvements to Siri, its voice assistant that many people criticized.
But these features didn’t arrive as promised. The upgrade for Siri was delayed, and Apple hopes to release it with the next iPhone this fall.
Experts say the WWDC might not be a celebration, but more of a chance for Apple to show it is trying to catch up and regain trust.
Some insiders wonder if Apple will talk about its AI mistakes or just focus on smaller updates, like changes to the operating systems on its devices.
Apple seems to have underestimated how fast AI would grow, promised too much, and is now trying hard to catch up, say industry analysts.
There are also rumors that Apple might partner with other AI companies like Google or Perplexity, building on an earlier partnership with OpenAI.
But adding AI is not the only challenge for Apple.
Developers who create apps for Apple devices want the company to ease its strict control over the App Store.
Apple charges developers a 30% commission, and many are unhappy, especially because some new features Apple promised haven’t arrived. This has hurt Apple’s reputation with developers. Recently, a court ruled Apple must allow other payment options besides Apple’s own system in the App Store, but developers want even more freedom. With AI becoming more important, experts think Apple may need to rethink whether it keeps its devices closed or makes them more open for developers.
Read more: Apple’s iOS 26 Unveiled at WWDC: A Stunning VisionOS Makeover That Demands Attention
Adding pressure, Jony Ive, the famous designer of the iPhone, has teamed up with OpenAI (the makers of ChatGPT) to design a new device that could compete with Apple’s.
This makes Apple feel defensive because one of its key designers thinks there might be something better than the iPhone.
While WWDC usually focuses on software, Apple might also show new hardware to prove it is still innovating.
Apple also faces problems with tariffs (taxes on imports) because iPhones are mostly made in China. The U.S. government wants Apple to make iPhones in America, but experts say this is too expensive and almost impossible.
Also See: Why Apple Might Want You to Skip the iPhone 17 (And Buy the iPhone 16 Instead)
One good thing for Apple is that its fans are very loyal. They will probably keep buying Apple products, even if it takes some time for Apple to improve its AI.
People want a smarter Siri, but once you use Apple, you tend to stick with it.
