Apple has officially announced WWDC 2025, its annual Worldwide Developers Conference, with a keynote set for June 9. Unlike past years, this edition of the event carries greater weight due to recent developments surrounding Apple’s AI strategy — particularly, the public delay of its Apple Intelligence-powered Siri.
Approaching the one-year anniversary of the original Apple Intelligence reveal, Apple has yet to deliver on the features it showcased in 2024. At WWDC 2025, the company will be under pressure to address the delay, regain public trust, and demonstrate the future of its AI efforts.
By the time of the conference, the iPhone 17 launch will be just months away. For Apple to maintain confidence in its upcoming flagship device, Apple Intelligence must show real progress — not promises.
The world will be watching WWDC 2025 to see how Apple claws itself out of the AI-fuelled mess it’s created, and here are three things Tim Cook and Co should do to get the hype train going again.
1. Confront the Siri Delay Head-On
The most pressing topic Apple should tackle is the delayed rollout of Siri’s new AI features. While Apple traditionally avoids acknowledging missteps, an honest admission and clarification would be a welcome departure from corporate silence. A clear timeline for the Siri upgrade, accompanied by a demonstration of its promised capabilities — like on-screen awareness, contextual understanding, and app intent integration — would go a long way toward rebuilding trust.
A live demo of Siri 2.0 in action, showcasing real-time use cases, would mark a significant turning point. If instead the keynote simply shifts focus to other updates like the rumored iOS 19 redesign, the perception of Apple avoiding accountability could deepen.
Until Apple shows the upgraded Siri working as initially advertised, skepticism will remain. A credible launch window, backed by a compelling demo, is essential for moving forward.
2. Deliver Apple Intelligence 2.0 — Not Just Catch-Up Features
With the original rollout still pending, introducing a second wave of Apple Intelligence features might seem premature. Yet the AI industry is evolving rapidly, and competitors are setting a relentless pace.
Apple now needs to leap ahead, not merely catch up. The company must showcase a groundbreaking consumer AI feature — something truly unique that reestablishes Apple as a leader, not a follower. Hardware has always been Apple’s strength, but software innovation in the AI space is where doubts are growing.
For Apple Intelligence to truly differentiate itself, Siri must go beyond existing assistants. Innovations like AI-powered task management, deeply integrated into daily life, could help Apple reclaim the AI narrative.
3. Make AI Tangible and Relatable
Apple’s slogan — “AI for the rest of us” — resonated strongly during last year’s reveal, but AI still feels distant or gimmicky for many users. To make good on its promise, Apple needs to show how Apple Intelligence can provide real value in everyday contexts.
Despite the slogan, the first round of AI features left many iPhone 16 owners underwhelmed, while potential upgraders remain unconvinced. If Apple can demonstrate new tools that genuinely simplify life or save time, it could shift the perception of AI from optional to indispensable.
Relatable, human-centered AI will not only validate Apple Intelligence but also provide a compelling reason for users to consider the iPhone 17.