Apple's big event 'less than impressive'

Despite predictions, analysts were still "disappointed" when AI appeared vaguely at WWDC 2025, while Apple focused too much on talking about the new interface.

CEO Tim Cook at Apple headquarters on the opening day of WWDC 2025. Photo: Reuters .

Taking place more quietly than previous events, WWDC 2025 focused on introducing Liquid Glass, a new design language for all Apple devices from iPhone, iPad, Mac computers...

For Apple, this is the first time the iPhone has a new interface since iOS 7 in 2013. The design takes advantage of the shiny, glossy elements of glass as the main theme, with a series of new effects and interface elements.

Despite creating a good effect on users, analysts were not very impressed with WWDC 2025, especially when the appearance of Apple Intelligence was quite dim in the context of the company facing pressure from competitors such as Google, OpenAI...

Less than impressive event

“In our view, the AI ​​features Apple has just introduced are just augmentations to what competitors already have,” said UBS analyst David Vogt.

Last year, Apple first introduced its AI toolkit called Apple Intelligence. One of the standout features was a new version of Siri, which can tap into information and context in real time.

By March, Apple admitted it couldn’t release the feature on schedule and had to remove the ads. By WWDC 2025, the company still hadn’t given a specific release date.

“Everything takes time to meet our high quality standards,” said Craig Federighi, vice president of software engineering, adding that Apple will reveal more about the new Siri “over the next year.”

A new version of Siri could spur a wave of iPhone upgrades, but that hasn't happened this year, according to analyst David Heger from consulting firm Edward Jones.

Guests watch the WWDC 2025 opening keynote at Apple headquarters. Photo: Reuters .

In the same vein, analysts from Barclays were still “a little disappointed” despite predicting that WWDC 2025 might not be too outstanding.

“We did not expect much from the WWDC keynote, but were disappointed in the content and features announced. We believe the changes to the operating system and Apple Intelligence are only incremental and not enough to drive the upgrade cycle,” the analysts said.

Similarly, Bloomberg , citing a team of analysts from Wedbush Securities, said Apple was playing it safe after last year’s missteps. While the event showed some progress in the company’s AI strategy, investors are losing patience.

On the other hand, some analysts see potential in the few AI features Apple introduced with iOS 26, such as answering calls on behalf of others and live translation.

“Apple’s AI rollout has been slow and still lacks a new Siri, but we see AI helping Apple develop new features more quickly,” said Morningstar technology analyst William Kerwin.

Apple focuses too much on the new interface

“Apple spent 65 minutes talking about new colors and emojis,” noted Needham analyst Laura Martin, comparing it to Snapchat promoting its app to Gen Z, and expressing concern that the AI ​​presentation was only half an hour long at the end of the event, an “odd move” given Wall Street’s focus on AI trends.

Analyst Ben Bajarin from Creative Strategies believes that Apple still prioritizes quietly developing features instead of focusing too much on released details.

At WWDC 2025, Apple said that developers will be able to access Apple Intelligence, but only as a model running directly on the machine. The model has 3 billion parameters, used to handle basic features such as Writing Tools, notification summaries, etc.

macOS 26 with Liquid Glass design language. Photo: Apple .

With Liquid Glass, Apple's new design language focuses on the transparency, sparkle, and gloss of glass. This effect applies to everything from app icons, sliders, buttons, and other interactive elements.

Writing in the New York Times , authors Tripp Mickle and Brian X. Chen argue that Apple is trying to boost iPhone sales with new features and interfaces, even if they are not related to the AI ​​trend that is attracting the attention of the technology world.

“In the short term, people won’t stop buying iPhones or Macs because of Apple Intelligence. But the risk is that users might switch to ChatGPT or other services,” said Creative Strategies analyst Carolina Milanesi.

In addition to new features and interfaces, Apple also attracted attention by bringing many details from macOS to iPadOS 26, such as the window multitasking system, menu bar, and PDF viewing application called Preview.

Responding to Reuters , some analysts said that integrating familiar macOS features into iPadOS signals Apple's change with the product line that prioritizes marketing to users.

Source: https://znews.vn/su-kien-lon-cua-apple-kem-an-tuong-post1560000.html