I’ve been overlaying synthetic intelligence, or no less than matters that contact upon it, for many of my know-how journalism profession, and lengthy earlier than generative AI was one thing the general public might simply entry with relative ease. However prefer it or lump it, AI could be very a lot the thrill of the second in and past the know-how world. So it was stunning that at WWDC 2025, Apple type of performed down the topic.
Positive, Apple Intelligence was current and would seem like extra built-in into Cupertino’s varied software program platforms than it was beforehand. However many of those options seem to reinforce present instruments reasonably than create all-new ones; AI can determine the common routes you’re taking within the iOS 26 Maps app, for instance.
I’d additionally argue that Apple added sensible options, equivalent to Stay Translation within the Messages and FaceTime apps, virtually as a strategy to sustain with Google’s and Samsung’s AI efforts of their flagship smartphones, reasonably than cleared the path or hone present tech into one thing particular.
As an alternative, Apple performed up the redesign of iOS, macOS, and extra with the usage of its ‘Liquid Glass’ material design. And Apple Intelligence appeared to take a backseat; as my colleague Matt Bolton identified, Siri was properly absent from WWDC and indicative of failure for the virtual assistant.
Now I received’t argue towards Mr Bolton, as he raises some good factors, however I’m additionally low-key grateful AI didn’t dominate WWDC.
Consumer expertise first, AI smarts second
I’ve at all times felt that Apple’s power comes from its consumer expertise. As locked down as a few of Cupertino’s software program could be, and the walled backyard method to its ecosystem, when you’re in mentioned backyard, the whole lot does work actually reasonably properly. From straightforward, safe funds and authentication, to fast file switch between Apple units and customers, and far more.
As an apart, I’ve argued earlier than that I want AI to be used for genuinely transformational things that benefit society, not generate pictures of a canine on the moon or write my emails for me. I reckon humanity is healthier off going via the challenges of studying the right way to higher string sentences collectively or wait to border the proper digicam shot, than let AI do the whole lot for them, as that might take us down a darkish path (take a look at Black Mirror on Netflix).
Bringing issues again to Apple and WWDC, I really feel {that a} redesign and the neat addition of helpful options to iOS and macOS will resonate extra with Apple machine customers than some sensible AI instruments that might really feel just a little bolted on to a core cellphone or laptop computer expertise.
As a consumer of the iPhone 16 Pro Max and a MacBook Air M2, I’ve entry to a number of Apple Intelligence instruments. However except for a little bit of sporadic flirtation with them and the occasional nod of appreciation in direction of AI-generated summaries of voicemails, Apple Intelligence hasn’t come near altering the way in which I exploit my iPhone.
I’ve mentioned up to now that I find the recent iPhones to be boring but brilliant; they lack the do-anything vibe of the Samsung Galaxy S25 Ultra or the intriguing AI-lead expertise of the Google Pixel 9 household, however merely function smartphones that get stuff completed rapidly and properly.
I deal with my iPhone as a instrument reasonably than a gadget, which does not make it thrilling however does make it one of many best phones I’ve used, as there’s treasured little getting in my approach or distracting me from doing what I have to do.
I believe many different Apple customers share the identical mindset. There’s been an enormous quantity of people that’ve checked out our how to download the iOS 26 developer beta article, which to me reveals there’s an enormous curiosity within the Liquid Glass redesign.
Moreover, in an article I wrote about wanting Samsung to add more AI into its next-generation foldable phone to truly make them more effective, one commenter mentioned they do not discover AI on telephones to be helpful in any respect and desires choices to show off such instruments.
So whereas tech luminaries wax lyrical about AI and a few folks use it to do a whole lot of issues for them, I get the sensation others would simply desire to have tech that does certainly ‘simply works’ with every enchancment, incremental or in any other case, being about customers, not technological experience.
As such, I believe Apple could have been sensible to focus WWDC extra on visible and slick practical adjustments to its core software program than on placing AI within the limelight. In any case, I nonetheless really feel AI hasn’t turn out to be sufficiently foolproof and correct to make it a must have proper now.
I believe, because it stands, if you’re after an AI cellphone, then the best Google Pixel phones are those to take a look at, given they’re constructed from the {hardware} as much as be all about AI. And Google’s telephones have at all times been the units to push extra esoteric options, be that the radar sensors within the Pixel 4 telephones or the AI focus of the previous few generations of Pixels.
In distinction, I’ve at all times seen Apple because the model that totally embraces emergent know-how solely when it has reached a degree of maturity and shopper understanding.
Given the rocky launch of Apple Intelligence, AI nonetheless being for fanatics than everybody (albeit that could possibly be altering quickly), and the way iOS and macOS are finely curated platforms, I believe eschewing AI at this 12 months’s WWDC will show to have been the sensible transfer for Apple, even when varied tech commentators and analysts see it as being behind the curve. Now onwards to the iPhone 17…
Would you like extra AI in iPhones? Let me know within the feedback under.
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