During the recent Worldwide Developers Conference (WWDC) held in Cupertino, California, Apple unveiled its latest operating system, iOS 26, marked by a significant visual overhaul named Liquid Glass. This new design, which highlights a more translucent and fluid interface, redefines user interaction across Apple’s ecosystem, including iOS, iPadOS, macOS, watchOS, and tvOS. However, as the fanfare surrounding the launch subsides, industry experts are critically examining whether Apple is adequately positioning itself within the competitive landscape of artificial intelligence (AI).
At the forefront of this inquiry is Apple’s branding of its AI features as “Apple Intelligence.” While visually appealing and marketed as proprietary, many of the functionalities, such as Visual Intelligence, live image generation, and contextual analysis, rely heavily on the foundational technology of third-party AI models, including OpenAI’s ChatGPT and Google’s Gemini. Critics argue that this degree of reliance raises important questions about Apple’s true innovation capabilities. Essentially, while the user interface may be designed in-house, the underlying AI brain appears to be largely outsourced, potentially undermining Apple’s narrative of independence and leadership in AI technology.
One aspect of this dependence becomes particularly evident when analyzing Apple’s approach to Siri, its virtual assistant. Historically characterized by a strong commitment to user privacy, Apple’s privacy-centric model has increasingly become a double-edged sword. While it positions the company favorably with privacy advocates, it may also hinder Siri’s evolution into a competitive, user-friendly assistant. Unlike rivals such as Microsoft and Google that utilize cloud-based systems for real-time processing, Apple’s preference for on-device architecture constrains Siri’s capabilities. This limitation has prompted the company to postpone the long-anticipated overhaul of Siri, originally slated for release in 2025, to 2026. For many users, this delay affirms long-standing concerns that Siri remains mired in a restrictive development approach while competitors accelerate their innovations.
Amid these challenges, the WWDC introduced an array of new features. The Liquid Glass interface stands out for its elegant redesign, which offers a more immersive user experience free from distractions. Live Translation, another innovative feature, enables real-time language translation during phone calls and video chats, utilizing on-device models to enhance communication. Moreover, the introduction of Visual Intelligence facilitates an enriched user interaction by enhancing screen reading capabilities to help identify and shop for objects directly within applications.
Furthermore, Apple has rolled out the Hold Assist feature, which allows users to maintain their position in call queues while receiving notifications when a service representative is available. For health enthusiasts, the Apple Watch now includes a “Workout Buddy,” a feature that provides motivational feedback based on historical fitness data, catering to the growing trend of personalized health and wellness.
Despite its ambitious feature set, Apple’s stock experienced a notable decline of over 1.2% following the event, reflecting growing investor dissatisfaction. The company’s share price, previously peaking at $259 in late 2024, has recently fallen to approximately $172, suggesting a broader market correction. Analysts observed that the lack of announcements regarding a new-generation Siri or a groundbreaking AI moment left many investors underwhelmed, reinforcing doubts about the company’s trajectory in a rapidly evolving tech landscape.
A potentially transformative move discussed at WWDC revolves around Apple’s decision to allow developers access to its on-device foundation models—integral to the Apple Intelligence system. This strategic shift enables third-party app developers to harness AI capabilities directly from Apple’s ecosystem without relying on cloud-based solutions. The implications of this are profound, particularly in sectors where regulatory measures limit data sharing, such as finance and healthcare. By facilitating deeper integration of generative AI into applications, Apple could empower developers to innovate at a faster pace, further enhancing the user experience across various industries.
Despite this potential, observers hold divergent views regarding Apple’s AI strategy. Some industry analysts see the company’s approach as methodical and strategic, suggesting that by leveraging developer contributions, Apple can maintain control over the platform while still fostering innovation. Conversely, others express concern that Apple is lagging behind competitors during a time when on-demand AI tools and personal assistant technology are becoming increasingly critical in shaping user expectations.
As tech giants continue to invest heavily in AI capabilities, the question remains whether Apple’s focus on privacy and aesthetics can sustain its relevance in an age defined by rapid technological advancement. The WWDC 2025 underscored Apple’s commitment to refinement and user experience but also highlighted the challenges the company faces as it navigates the complex intersection of privacy, AI, and market competition.
Amid these discussions, many users and investors alike are left pondering the future of Apple’s AI offerings. As the public begins to interact with iOS 26 and its vibrant new interface, the efficacy of these developments will ultimately determine whether Apple can reclaim its narrative as a leader in AI technology or whether it will be regarded merely as a polished platform reliant on third-party innovations.
This critical juncture presents a unique opportunity for Apple, suggesting that while the company may not currently be at the forefront of the AI arms race, its actions in the coming months will shape the competitive landscape and influence user perceptions. With much riding on the success of its upcoming features and the delayed advancements in Siri, Apple’s strategy moving forward will be under intense scrutiny from both consumers and analysts alike.