Last year, Apple’s WWDC keynote highlighted the company’s ambitious strides in AI. This year, the company toned down its emphasis on Apple Intelligence and concentrated on updates to its operating systems, services, and software, introducing a new aesthetic it calls “ Liquid Glass ” along with a new naming convention.

The lack of a Siri upgrade at WWDC 2025 creates a potential "intelligence gap" with competitors and puts pressure on Apple's future AI strategy.