It was a palpable excitement around the Global Conference of Apple (WWDC) last year. The company was about to reveal its AI capabilities, with the TE Worldnic world waiting for the company to reveal AI platform capable of competing with Google and Openai. The Demonstrations Apple showed at the time convincing, but the follow -up was preventing, leaving both developers and consumers wishing more.
Apple’s wider struggles with AI have become clearer over the past year. Its ambitions around personalized intelligence faced delays, and its rolling of new tools was inconsistent. The vision that Apple sold in a 2024 sewn mixture of on-ai, renovated Siri interactions, and powerful new developers-still did not come true.
Apple -intelligence Features saw a staggered roll that came with several Hiccups. The customized version of Siri, which was shown last year, has delayedWhat is important because Apple has framed the new Siri as a corner of its AI strategy context assistant who could understand the behavior of users through programs. Without it, the company’s value proposal looks surprisingly thin.
This also meant that developers cannot benefit full of the new AI-powered Siri, and users could not rely on the assistant to perform in-app actions as promised. For developers, this is a lost opportunity to build more interactive, smart programs. For consumers, it is another promise not fulfilled. And for Apple, it raises concerns about how competitive its AI stack really compared to its increasingly powerful rivals like Openai, Google and Microsoft.
With WWDC 2025 Now around the corner, expectations of consumers-front Apple intelligence functions are more cautious than last year. Most developers and analysts are now looking forward to increasing improvements: a milder AI integration into native programs, and tools that allow developers to actually use the AI, which Apple is building. (Don’t expect much on the front of Siri.)
One of Apple’s best opportunities lies in enabling an AI-assisted app development. The rise of tools like CursorReplication, and Bolt.New facilitated code generation, helping developers and even non-developers bring products to life faster.
AI-powered programs have found the site an effective distribution platform. Chatgpt, for example, has gained massive traction on the web before launching native programs for iOS and Android. At the same time, tools like WordPress, host, Canvaand Figma Now let non-technical users create simple programs through natural language promises. Apple also needs to modernize here.
Ideally, a new AI tool should allow more developers to create programs and post them in the App Store. That would enrich the ecosystem of iOS -App and open new income opportunities for Apple, which is even more critical now that some of its revenue stores are under threat.
Apple made some ads, but many were still realized. Swift Assist, coding assistant for XCODE, was shown last year but have not seen a wide release. Apple is also reportedly working on Antrop-driven Ai -coding tool and plans to open access to its own AI Models For developers. The goal is to lower the bar for the construction of iOS programs, both for pros and newcomers.
However, there are two things to consider: the control of the site as an application distribution platform and new regulations that prevent Apple from charging fees in the United States for payments outside the app.
The second part is a particularly big thing. In April, Judge Yvonne Gonzalez Rogers asked Apple to Remove limitations around binding to external payment methods For digital purchases in programs for the US app store. More importantly, the judgment has also banned Apple from loading any fees for these types of payments. Wednesday, US Court rejected Apple’s appeal to keep the decision.
This means that developers will encourage customers to buy subscriptions and add -ons outside the App Store, maybe also with discounted rate compared to their App Store prices.
This judgment could also encourage other regulators to place similar pressure on Apple and Cull App Store fees for third -party payments. Earlier this week, Apple reported that it generated $ 1.3 trillion in Billings and sales in 2024, and 90% of that generation of value takes place without paying an Apple commission. But even some percent of the remaining $ 130 billion means many billion revenue for the company.
In the middle of all this, Apple needs to reaffirm the value of its ecosystem. It is unclear whether Apple will cut off its commissions, but it will be interesting to see what App Store launches to make native iOS programs a more lucrative avenue for developers.
As WWDC 2025 is approaching, Apple is in the unusual position of having to share a better history. Its AI ambitions are challenged not only by faster moving competitors, but also by changing legal and economic realities. To be successful, Apple must prove that it can deliver AI, for final users and the developers who operate their ecosystem. Especially in a world where AI accelerates everything, Apple cannot allow you to stay behind.
