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New York CNN - Apple is about to reveal what's next for its most
important products at its annual Worldwide Developer's Conference on
Monday. This year, the stakes are significantly higher than usual.

Apple announced its long-awaited push into artificial intelligence at
last year's event by introducing Apple Intelligence, a suite of
AI-powered features for the iPhone and other products. But delays and underwhelming capabilities have put Apple on its back foot. The company
has struggled to convince consumers and Wall Street that it's a leader
in the crucial technology, which is expected to overhaul the way people
work, communicate and find information online.

Now, one year after introducing Apple Intelligence, the company is on
the hook to prove at this week's Worldwide Developer Conference (WWDC),
a key annual event for the company, that it can make a name for itself
in the AI space as its chief rivals like Google continue to charge
ahead.

Addressing the problem
At this year's WWDC, which kicks off Monday with a keynote address from
Apple CEO Tim Cook and other executives at 10 a.m. PT, don't expect
Apple to show off a flashy new iPhone or Apple Watch. Instead, the
company will outline new capabilities for its current devices that lay
the foundation for where it could be going next.

"WWDC, from a developer conference perspective, is maybe more
interesting than others," said Carolina Milanesi, president and
principal analyst at technology analysis firm Creative Strategies. "It
does give consumers a peek as to what they can expect coming to whatever
device that they already own."

How much or how little those software updates incorporate Apple
Intelligence could be telling. Apple did not immediately respond to
CNN's request for comment regarding its WWDC plans and AI strategy.

Apple's AI struggles are larger than just a product delay. The bigger
issue is that Apple's current AI tools don't offer experiences that are
notably different from what you can get elsewhere. Apple Intelligence
can summarize text messages, identify real-world surroundings with the
iPhone's camera, erase unwanted objects from photos, rewrite emails and prioritize notifications. But those features are similar to capabilities offered by other companies such as Google, OpenAI and Samsung.

In fact, rivals like Google and OpenAI are already moving one step
further with technology they claim can execute tasks for consumers
rather than just answering questions or generating summaries.

There are benefits to waiting; Apple has largely been able to avoid the embarrassing AI gaffes of its rivals, with one exception. Apple is also
known for popularizing new technologies rather than being first, as was
the case with smartwatches and tablets, two categories it now dominates.

But Apple has yet to prove it can do the same with AI. And it doesn't
sound like that's going to change at WWDC, according to Bloomberg's Mark Gurman, who wrote the event "may be a letdown from an AI standpoint,"
citing "people within the company."

However, the report did say Apple may open its models to developers so
that non-Apple apps can incorporate text summarization and its other
AI-powered features. The company may also announce an AI-powered battery management tool, according to Bloomberg.

But Dan Ives, global head of technology research for Wedbush Securities
and an Apple bull, isn't concerned about whether Apple makes significant
AI announcements on Monday. He thinks Apple has a big opportunity to
monetize Apple Intelligence moving forward despite its slow rollout, he
wrote in a June 6 report.

The competition
Google, whose Android operating system is the only major rival to
Apple's iOS, has been barreling ahead with new AI tools and services.
Its annual I/O developers conference was entirely focused on AI, with
the company showing how the tech will be incorporated into everything
from its ubiquitous search engine to its popular Chrome browser and
Gmail.

At that event, Google also announced an upgraded version of its
AI-generated video engine that made headlines and raised alarm for its
ability to create startingly realistic clips.

https://www.cnn.com/2025/06/08/tech/apple-intelligence-ai-preview-wwdc

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