Apple's WWDC 2025 showcased its attempt to catch up in the AI race, revealing a range of new AI features across its devices. While not the central focus of the event, these updates signal Apple's strategy of incremental AI integration. A key announcement was the expansion of the ChatGPT deal, integrating it into tools like Image Playground and Visual Intelligence, allowing users to generate images and ask questions using the chatbot. Apple is also opening up its on-device large language models to third-party developers through the Foundation Models framework, enabling them to build intelligent, private, and offline-capable experiences within their apps.
Other notable AI enhancements include Live Translation for Messages, FaceTime, and Phone, powered by on-device models to maintain user privacy. Visual Intelligence now extends to a user's iPhone screen, enabling actions like searching for similar items using Google or Etsy. Apple is also focusing on refining existing features with AI, such as smarter notification prioritisation and an AI-boosted Reduce Interruptions Focus mode. These updates aim to deepen user engagement within the Apple ecosystem and drive hardware upgrades, though some analysts remain cautious about Apple's ability to compete with more aggressive AI strategies from rivals.
