Apple wrapped up its WWDC 2025 keynote with a fresh coat of paint across its operating systems, sleek updates to devices, and a visual overhaul. But for all the shiny new features on iPhone, iPad, Mac, Apple Watch, and Vision Pro, there was one burning question: Where's Apple Intelligence?
Last year at WWDC 2024, Apple introduced its big AI push, promising a "new chapter" to rival giants like OpenAI, Nvidia, Google, and Microsoft. Fast forward a year, and that chapter is still a bit of a mystery. Instead of groundbreaking AI features, Apple’s most significant move in the AI space was a research paper, The Illusion of Thinking, warning about the limitations of large language models (LLMs). In short, LLMs may seem smart, but they’re just great at pattern recognition.
Craig Federighi, Senior VP of Software Engineering, tried to steer the focus back to Apple’s AI ambitions during his presentation.
"We're making the generative models that power Apple Intelligence more capable and more efficient," he said.
He also mentioned the Foundation Models Framework, a new tool for developers to tap into Apple’s on-device AI power, complete with new Xcode tools like ChatGPT integration, predictive code completion, and Swift Assist.
Maybe Apple was just playing it cool after the rocky AI rollout, aiming to over-deliver rather than hype things up too much. But let’s be real, the bulk of the conference was all about the eye-catching visual redesign of OS X and iOS. Enter Liquid Glass, a context-aware design that adapts to your touch, content, and even the device you’re using. The goal? To make moving between Apple devices feel as seamless as swiping on your iPhone.
Eye-Catching Updates
As for the other updates, here’s what’s new:
- Messages gets some love with polls, custom backgrounds, typing indicators, group payments, and even real-time translation during chats and calls.
- The Phone app now comes with Hold Assist (because who doesn’t hate being left on hold?) and Call Screening, a feature Google introduced back in 2009 but still feels pretty cool.
- iPadOS 26: Better windowing, upgraded Files, and pro-grade audio/video workflows.
- VisionOS 26: Spatial computing improvements, and support for PlayStation VR2 Sense Controller. Yes, really.
- WatchOS 26: A motivational “Workout Buddy” to cheer you on during your sweat sessions.
The updates will be available in a public beta starting in July, with full releases set for the fall. While Apple Intelligence didn’t make as big a splash as expected, the company’s still got some tricks up its sleeve.
Kristian Koch
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