Apple Plays It Safe at WWDC 2025, Focuses on Subtle AI Integration Over Flashy Launches

At the Worldwide Developers Conference (WWDC) 2025, Apple didn’t deliver the kind of groundbreaking announcements that many developers and tech enthusiasts were hoping for. While it unveiled its new Apple Intelligence suite and introduced the Liquid Glass design language, these updates were seen by some as underwhelming, especially when compared to the aggressive AI advancements being made by Google, Microsoft, and Meta.

WWDC Keynote Felt A Bit Grounded

According to a Business Standard report, an Indian developer who attended the event described the announcements as “a bit grounded,” reflecting a sentiment that the tech giant is playing it safe this year. Despite introducing Apple Intelligence, Apple didn’t showcase any standout features or breakthrough innovations that matched the hype surrounding AI at the moment. This has led to some disappointment, particularly among developers who expected Apple to take a more aggressive stance in the AI race.

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However, the report pointed out that analysts and insiders argue that Apple is not falling behind but is instead following its characteristic strategy of moving deliberately and prioritizing user experience and privacy. Akshat Srivastava, one of the winners of the 2024 Swift Student Challenge, pointed out that Apple’s focus on design and gradual integration of AI may be part of a long-term vision. 

He emphasized that the company is likely waiting for AI technology to become more stable before embedding it deeply into its ecosystem, unlike competitors who are already pushing advanced AI features despite concerns like hallucinations and reliability.

Apple Says Competition My Foot, We Only Make Successful Products

Apple executives defended this approach. Marketing head Greg Joswiak recalled the philosophy of Steve Jobs—focus on making great products, and success will follow. This reflects the company’s emphasis on seamless user experience and its hesitancy to rush into experimental technologies just for the sake of competition.

Industry experts like IDC’s Navkendar Singh believe this cautious strategy will not hurt Apple’s business, especially in growth markets like India. He estimates that Apple will sell around 14.5 to 15 million iPhones in India in 2025, up from 12.5 million the previous year, placing Apple among the top five smartphone brands in the country. Singh believes consumers still trust Apple to “get it right” and define how AI should serve the user experience—by simply making the phone smarter and more intuitive.

The BS report also added Ranjit Atwal from Gartner who stated that while other companies invest heavily in foundational AI models to sell services, Apple is more focused on integrating AI into its hardware and software. However, he warns that the lack of Apple Intelligence on older iPhones could create hesitation among users about whether upgrading is worth it.

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