What secrets does Apple have in store for next week?

Many people are waiting for Apple to announce a series of new AI features for the iPhone next week, but this is unlikely in the current difficult situation.

The WWDC 2025 developer conference will take place from June 9 (local time), or early morning June 10 (Vietnam time). After a year of introducing the AI ​​toolkit, Apple is under pressure to perfect its existing applications, and has just launched a new feature to catch up with its competitors.

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

“Technology and consumers alike are looking for groundbreaking software innovations from Apple at the event. Anything less than impressive could be disappointing,” said analysts at market research firm Counterpoint Research .

Apple is not behind in technology

After the launch of Apple Intelligence at WWDC 2024, all eyes are on this year's event. In addition to the usual improvements in interface or features, users are also waiting to see how Apple's AI "evolves" after a year.

Compared to iOS, AI generation on Android has been continuously developing since 2022. Currently, Android AI is rated higher than Apple platform, both in quantity and quality.

“Apple Intelligence got off to a slow start compared to major Android vendors, powered by platforms like Google's Gemini.

Most of the AI ​​features on Android are more powerful and comprehensive than Apple's... However, Apple prioritizes on-device processing, ensuring privacy across the ecosystem. These factors pose some challenges for the company to deploy AI widely," the analysts said.

Apple Intelligence introduction page. Photo: Bloomberg .

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

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

“Apple is not ‘behind’ in technology. It is just late in implementing Apple Intelligence due to its strategy of focusing on privacy, ecosystem control, and tight integration. The feature gap with Android may narrow as Apple increases its investment in AI,” said analysts from Counterpoint Research .

Is WWDC 2025 worth the wait?

According to Investors , some investors have low expectations for WWDC 2025. The main reason comes from Apple's difficulty in implementing its generative AI toolkit, including the new version of Siri.

“The media is looking forward to WWDC 2025 on June 9 with... no expectations. It is unlikely that Apple will share details of its product plans, and may have to wait until September,” said analyst Ben Reitzes of Melius Research.

Agreeing, Rosenblatt Securities analyst Barton Crockett believes Apple will be “low-key” at WWDC 2025. He notes that last year’s event attracted attention thanks to Apple Intelligence, but everything fell apart when the company failed to release features on time.

Percentage of iPhone users who subscribe to Apple services according to a survey of 4,081 people. Photo: Counterpoint Research .

Although not too hopeful, analyst Michael Ng from Goldman Sachs predicts that Apple will still introduce some AI improvements at WWDC 2025, especially after competitors Samsung, Google or Microsoft continuously introduce new features.

Ng believes that Apple will “open up” its AI platform for developers to develop applications, and integrate Gemini as an additional model alongside ChatGPT. Overall, Apple needs to work harder to make Apple Intelligence a driving factor for iPhone upgrades.

In addition to Apple Intelligence, Ng predicts that the next iOS will update the interface uniformly between operating systems, adding some convenience-oriented features such as synchronizing public Wi-Fi connections and optimizing battery with AI.

Contrary to the pessimistic forecasts, some analysts claim that Apple’s delay is not so bad. According to analyst Gene Munster of Deepwater Asset Management, the company has at least 2 years to perfect its AI. Users are not rushing to abandon Apple’s platform for 2 reasons: the ecosystem is synchronized and the competition is not too different.

Percentage of survey respondents willing to pay for Apple Intelligence. Photo: Counterpoint Research .

Munster said more than 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 make users want to stay on the platform.

“In addition, many smartphones and AI devices today are not differentiated enough to motivate Apple users to switch,” Munster added. He emphasized that dedicated AI-first devices do not exist yet, but the product 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 growing steadily over the past few years. According to Counterpoint Research , 46% of iPhone users in the US pay monthly for iCloud storage. The rates in China and the UK are 52% and 54%, respectively.

Analysts say the trend of users “willing to spend” is a big 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 friend, how many Apple users will pay? In the long run, the numbers are very attractive,” analysts from Counterpoint Research emphasized.

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

For years, Apple has been a big advocate of privacy and data security. According to a survey, 43% of iPhone users feel that Apple is the best at protecting their data and privacy. This creates a certain comfort, with 31% of users fully accepting the company's use of data to improve their experience.

Combining AI improvements, new features, and privacy protection, Apple will focus on comprehensively upgrading the operating system in a unified direction at WWDC 2025. However, the company still needs to make its mark with a series of useful AI features.

“Apple needs to show that they are ready to release useful updates, or they need to explain the reasons for the delay.

“As Android users gradually enjoy better service experiences, the gap with competitors could be huge. Apple needs to close it at WWDC 2025, and AI is a key factor in achieving that goal,” said analysts from Counterpoint Research .

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