Apple's AI challenge unveiled

Apple's annual developer conference arrives amid concerns about the company's progress in artificial intelligence. While Apple shares have been sensitive to trade policies, analysts suggest its AI struggles pose a more significant threat. The conference is expected to reveal how Apple plans to address its AI shortcomings, especially after promising significant AI features last year that have yet to materialise. The pressure is on Apple to demonstrate it hasn't lost its innovative edge, particularly with rivals advancing rapidly in generative AI.

Beyond immediate concerns, the event offers Apple an opportunity to outline its long-term AI vision. Historically, Apple has excelled at refining emerging technologies into user-friendly products, achieving mass adoption even if not the first to market. The challenge lies in providing developers with AI capabilities that are both powerful and stable enough for commercial applications. The tech industry will be watching closely to see if Apple can transform its AI narrative from missteps to innovation leadership.

Rumours suggest that Apple will focus on aesthetics at the WWDC 2025, with a design refresh of the entire Apple ecosystem. The successor to iOS 18 will likely be called iOS 26 and the same goes for the other platforms – macOS 26, iPadOS 26, tvOS 26 and watchOS 26. Although AI won't be the star of the show, Apple is likely to bring some meaningful Apple Intelligence features to watchOS and the AirPods.