Last year there was a palpable illusion at the World Apple Developer Conference (WWDC). The company was about to present its AI capabilities, with the technological world that hoped that the company will present a AI platform capable of competing with Google and Openai. Apple demonstrations were at that time convincing, but the follow -up has been bewildering, letting developers and consumers want more.
The widest Apple struggles with the AI have become clearer during the last year. His ambitions around personalized intelligence have faced delays and their launch of new tools has been inconsistent. The vision that Apple sold by 2024, a perfect mix of devices, renewed Siri interactions and powerful new capacities of developers, has not yet been fully materialized.
Apple intelligence functions Saw a staggered launch that came with several hiccup. The custom version of Siri that was presented last year has has been delayedWhich matters because Apple framed the new Siri as an angular stone of its strategy and: an assistant aware of the context that could understand the behavior of users through applications. Without her, the company’s value proposal seems surprisingly fine.
This also meant that developers could not make the most of the new Siri fed by AI and users could not trust the assistant to carry out actions in the application as promised. For developers, this is a lost opportunity to create experiences of more interactive and smart applications. For consumers, it is another promise without fulfilling. And for Apple, he raises concerns about the competition that really compares his pile AI with his rivals that are increasingly powerful, such as Openai, Google and Microsoft.
With WWDC 2025 Now around the corner, expectations for Apple’s intelligence functions, consumer oriented, are more cautious than last year. Most developers and analysts are now expecting incremental improvements: a softer integration of AI in native applications and tools that allow developers to use the Apple AS is building. (Doesn’t wait much on the front of Siri.)
One of Apple’s best opportunities is to enable AI assisted applications development. The increase of tools like CursorReplit, and Bolt.new has facilitated much easier generation of codes, helping developers and even non -developers, give life to life faster.
The applications powered by AI have found an effective distribution platform on the web. Chatgpt, for example, obtained mass traction on the web before launching native applications for iOS and Android. At the same time, tools like WordPress, Hostinger, Songand Cigma Now let non -technical users create simple applications through natural language indications. Apple must also modernize here.
Ideally, the new AI tools should allow more developers to create applications and publish them in the App Store. This would enrich the iOS application ecosystem and open new Apple income opportunities, which is even more critical now than some of your application store income are In threat.
Apple has made some ads, but many still have to be materialized yet. Swift Assist, a XCode coding assistant, was shown last year but has not seen a wide launch. Apple is also working on an anthropic AI coding tool and plans to open access to your Own Models For developers. The aim is to lower the barrier to create iOS applications, for both professionals and newcomers.
However, there are two things to keep in mind: the mastery of the web as a platform for the distribution of applications and new regulations that prevent the Apple to collect the expenses in the United States for payments outside the application.
The second part is a particularly big thing. In April, Judge Yvonne Gonzalez Rogers asked Apple Remove restrictions around the link to external payment methods For digital purchases in the applications for the US app store. More important, the ruling also prevented Apple from collecting rates for this type of pay. A US court on Wednesday refused Apple’s call to put a stay in the sentence.
This means that developers will encourage customers to buy subscriptions and accessories outside the App Store store, also possibly at a discount pace compared to the prices of their APP Store.
This ruling could also promote other regulators to pressure similar to Apple and Culse App Store for third party payments. At the beginning of the week, Apple reported that he generated $ 1.3 trillion in invoices and sales by 2024, with 90% of this value generation without paying Apple a commission. But even some percentage of the remaining $ 130 million means many billions of income for the company.
In the midst of all this, Apple has to reaffirm the value of its ecosystem. It is unclear if Apple will cut off its commissions, but it will be interesting to see what kind of App Store presents that the company launches to make native applications a more lucrative way for developers.
As WWDC 2025 approaches, Apple is in the unusual position of having to share a better story. Their AIb ambitions are being challenged not only by faster competitors, but also to change legal and economic realities. In order to succeed, Apple must prove that it can be delivered -to the end, for the end users and the developers who feed their ecosystem. Especially in a world where I am accelerating everything, Apple cannot afford to stay behind.
