What secret does Apple have in store for next week?

Many people are expecting Apple to announce a series of new AI features for the iPhone next week, but this is unlikely to happen given the current difficult circumstances.

The WWDC 2025 developer conference took place from June 9th (local time), which is the early morning of June 10th (Vietnam time). A year after unveiling its AI toolset, Apple faced pressure to improve its existing applications and launch new features to catch up with competitors.

Similar to previous years, WWDC 2025 is expected to focus on software updates and new technologies. iOS 19 (or iOS 26) is rumored to feature a more polished interface. However, analysts believe that may not be impressive enough.

"Both the tech industry and consumers are expecting groundbreaking software improvements from Apple at the event. Features that aren't impressive enough could be disappointing," analysts from market research firm Counterpoint Research said.

Apple is not falling behind in technology.

Following the launch of Apple Intelligence at WWDC 2024, all eyes are on this year's event. Besides the usual interface and feature improvements, users are also waiting to see how Apple's AI has "evolved" over the past year.

Compared to iOS, AI generation on Android has been continuously developing since 2022. Currently, Android's AI is considered superior to Apple's platform, both in terms of quantity and quality.

"Apple Intelligence got off to a slow start compared to major Android manufacturers, supported by platforms like Google's Gemini."

"Most AI features on Android are more powerful and comprehensive than Apple's… However, Apple prioritizes tasks processed directly on the device, ensuring privacy across its entire ecosystem. These factors present some challenges for the company in deploying AI widely," analysts said.

This page introduces Apple Intelligence. Photo: Bloomberg .

This year, the new trend revolves around AI agents. This is an emerging field that can transform smartphones into truly automated devices, capable of learning context and proactively performing tasks.

The first glimpse of agent AI has appeared in a demo of a new version of Siri, integrating a large language model (LLM) and personalization. After being delayed until next year, the tech world can expect new information from Apple about Siri's improvements at WWDC 2025.

“Apple isn’t ‘falling behind’ technologically. They’re just lagging behind in deploying Apple Intelligence due to their strategy of focusing on privacy, ecosystem control, and tight integration. The feature gap with Android could narrow as Apple increases its investment in AI,” analysts from Counterpoint Research commented.

Is WWDC 2025 worth waiting for?

According to Investors , some investors have low expectations for WWDC 2025. The main reason stems from Apple's difficulties in deploying its generative AI toolkit, including a new version of Siri.

“The media is anticipating WWDC 2025 on June 9th with… no expectations at all. The likelihood of Apple sharing details of its product plans is low; we might have to wait until September,” commented analyst Ben Reitzes from Melius Research.

Echoing this sentiment, analyst Barton Crockett from Rosenblatt Securities believes Apple will be "quiet" at WWDC 2025. He notes that last year's event garnered attention thanks to Apple Intelligence, but that all the hype faded when the company failed to release the feature on time.

The percentage of iPhone users who subscribe to Apple services, according to a survey of 4,081 people. Image: Counterpoint Research .

While not overly optimistic, Goldman Sachs analyst Michael Ng predicts Apple will still introduce some AI innovations at WWDC 2025, especially after rivals like Samsung, Google, and Microsoft have been continuously unveiling new features.

Ng believes that Apple will "open up" its AI platform to developers for application creation, and integrate Gemini as an additional model alongside ChatGPT. Overall, Apple needs to make more effort to make Apple Intelligence a driving factor in iPhone upgrades.

Besides Apple Intelligence, Ng predicts the next iOS update will feature a consistent interface across operating systems, and add several convenience-oriented features such as synchronizing public Wi-Fi connections and optimizing battery life using AI.

Contrary to pessimistic predictions, some analysts assert that Apple's delay isn't a bad thing. According to analyst Gene Munster from Deepwater Asset Management, the company has at least two years to perfect its AI. Users aren't in a hurry to abandon the Apple platform for two reasons: the ecosystem is well-integrated and competitors aren't significantly different.

The percentage of survey participants willing to pay for Apple Intelligence. Image: Counterpoint Research .

Munster said that over 50% of customers own multiple Apple devices. They work seamlessly and are easy to manage, not to mention additional services like Apple Music, Apple TV, iCloud, and Apple News, which make users want to stay on the platform.

“Furthermore, many current smartphones and AI devices aren’t differentiated enough to drive Apple users to switch,” Munster added. He emphasized that AI-first devices don’t yet exist, but the product being developed by Sam Altman and Jony Ive has the potential to be a game-changer when it launches in 2026.

Apple needs to impress.

Apple's services revenue has been consistently growing over the past few years. According to Counterpoint Research , 46% of iPhone users in the US pay a monthly fee for iCloud storage. The figures are 52% and 54% in China and the UK, respectively.

Analysts believe that the willingness of users to spend is a major advantage for Apple. Currently, about a quarter of the company's revenue comes from services. According to research with 60% of global iPhone users, 84% are willing to pay for Apple Intelligence.

"If Siri becomes a true AI companion, how many Apple users will pay for it? In the long run, the numbers are very attractive," analysts from Counterpoint Research emphasized.

Percentage of respondents who trust Apple's data security. Image: Counterpoint Research .

For many years, Apple has consistently prioritized privacy and data security. According to surveys, 43% of iPhone users feel that Apple provides the best data and privacy protection. This creates a certain level of comfort, with 31% of users fully accepting the company's use of data to improve the user experience.

Combining AI enhancements, new features, and respect for privacy, Apple will focus on a comprehensive, unified operating system upgrade at WWDC 2025. However, the company still needs to make its mark with a range of useful AI features.

"Apple needs to demonstrate they are willing to release useful updates, or they need to clearly explain the reasons for the delay."

As Android users increasingly enjoy a better service experience, the gap with competitors could widen significantly. Apple needs to close it at WWDC 2025, and AI is a crucial element in achieving that goal,” analysts from Counterpoint Research stated.

Source: https://znews.vn/apple-mang-gi-den-wwdc-tuan-sau-post1558866.html