Apple is set to reveal what’s next for its most important products at its annual Worldwide Developer’s Conference on Monday, putting the company’s artificial intelligence (AI) strategy under a microscope. The stakes are higher than usual, with Apple struggling to convince consumers and Wall Street that it’s a leader in AI.
A year after introducing Apple Intelligence, a suite of AI-powered features for the iPhone and other products, the company is on the hook to prove its capabilities at WWDC. However, delays and underwhelming features have put Apple on its back foot, with rivals like Google and Samsung charging ahead with new AI tools and services.
Google’s annual I/O developers conference was entirely focused on AI, with the company showing how the tech will be incorporated into everything from its search engine to its popular Chrome browser. Meanwhile, Samsung is partnering with AI startup Perplexity to package its app and digital assistant into its Galaxy phones.
Despite this, Apple has a big opportunity to monetize Apple Intelligence moving forward, according to Wedbush Securities analyst Dan Ives. However, the company’s slow rollout of AI features has raised concerns among analysts, who say Apple needs more time to complete its work on these features.
WWDC will outline new capabilities for Apple’s current devices that lay the foundation for where it could be going next. The event may also see Apple open its models to developers so that non-Apple apps can incorporate text summarization and other AI-powered features.
As the tech industry shifts towards more AI-driven devices, such as smart glasses with built-in digital assistants, companies like Google, Samsung, and Meta are investing in these technologies. This presents a major opportunity for Apple, but it’s unclear if the company will execute on its potential.
One thing is certain: WWDC marks a crucial moment for Apple to prove its stance on AI. If executed properly, AI could give Apple another means to encourage iPhone upgrades. However, if not done correctly, it could lead to consumers avoiding upgrading due to a lack of new AI features. The clock is ticking, and the world’s eyes are on WWDC.
Source: https://edition.cnn.com/2025/06/08/tech/apple-intelligence-ai-preview-wwdc