At WWDC 25, Apple should make amends with developers after gaps and prosecution against AI

Last year, there was a palpable excitement around the World Conference of Apple Developers (WWDC). The company was about to unveil its AI capabilities, the world of technology expected the company to reveal an AI platform capable of competing with Google and Openai. The demos that Apple showed at the time were convincing, but follow -up was disappointing, leaving both developers and consumers to be more like.

Apple’s wider difficulties with AI have become clearer in the past year. Its ambitions around personalized intelligence have been faced with delays, and its deployment of new tools has been incoherent. The vision that Apple sold in 2024 – a transparent AI mixture on devices, reworked SIRI interactions and new capacities of new developers – has not yet materialized.

Apple Intelligence features given a staggered deployment which came with several hiccup. Siri’s personalized version presented last year been delayedWhat matters because Apple has supervised the new Siri as an cornerstone of its AI strategy – a context assistant that could include the behavior of users between applications. Otherwise, the company’s value proposal of the company seems surprisingly thin.

This also meant that the developers could not fully benefit from the new SIRI propelled by the AI, and the users could not count on the assistant to carry out actions integrated into the application as promised. For developers, it is a lost opportunity to create more interactive and intelligent application experiences. For consumers, this is another promise not kept. And for Apple, he raises concerns about the competition his AI battery is really compared to his increasingly powerful rivals like Openai, Google and Microsoft.

With WWDC 2025 From now on, just at the corner of the street, expectations for the characteristics of Apple intelligence oriented by consumers are more cautious than last year. Most developers and analysts are now hoping for incremental improvements: the more fluid integration of AI in native applications and tools that allow developers to better use AI than Apple built. (No wait a lot on the Siri front.)

One of Apple’s best opportunities is to allow the development of AI -assisted applications. The rise of tools like CursorRelit and Bolt.New made the generation of code much easier, helping developers and even non-developmenters, bring products to life faster.

The applications fueled by AI found the web an effective distribution platform. Chatgpt, for example, won a massive traction on the web before launching native applications for iOS and Android. At the same time, tools like WordPress, Hostinger, ClothAnd Figure Now let non -technical users create simple applications using natural language prompts. Apple must also modernize here.

Ideally, new AI tools should allow more developers to create applications and publish them on the App Store. This would enrich the ecosystem of the iOS application and would open up new income opportunities for Apple, which is even more critical now than some of its revenues from its store are under threat.

Apple has made a few announcements, but many have not yet materialized. Swift Assist, a coding assistant for Xcode, was presented last year but did not see a large outlet. Apple will also work on an anthropic AI coding tool and plans to open access to its Have the AI ​​models For developers. The objective is to reduce the barrier for the creation of iOS applications, both for pros and new arrivals.

However, there are two things to consider: the domination of the web as a platform for the distribution of applications and new regulations which prevent Apple from charging costs in the United States for payments outside the application.

The second part is a particularly important affair. In April, judge Yvonne Gonzalez Rogers asked Apple to Delete restrictions on links to external payment methods For digital purchases in applications for the American App Store. Most importantly, the decision has also prohibited Apple to charge costs for this type of payments. On Wednesday, an American courtyard rejected Apple’s call to make a stay on the decision.

This means that developers will encourage customers to buy subscriptions and additional modules outside the App Store, also perhaps at a reduced rate compared to their prices in the App Store.

This decision could also encourage other regulators to exert similar pressure on Apple store costs and to shoot down for third -party payments. Earlier this week, Apple said that he had generated $ 1.3 billion in invoices and sales in 2024, with 90% of this generation of value without paying a commission in Apple. But even a percentage of the remaining 130 billion dollars means several billion income for the company.

In the midst of all this, Apple must reaffirm the value of its ecosystem. It is not clear if Apple will reduce its commissions, but it will be interesting to see what type of App Store store launches that the company is launching to make iOS native applications a more lucrative avenue for developers.

As WWDC 2025 approaches, Apple is in the unusual position to have to share a better story. Its AI ambitions are disputed not only by faster competitors, but also by modifying legal and economic realities. To succeed, Apple must demonstrate that it can deliver AI, for end users and developers who feed its ecosystem. Especially in a world where AI accelerates everything, Apple cannot afford to late.