Key Points
- Apple’s WWDC 2025 will focus on software updates rather than major hardware releases. Delays in enhancing Siri have slowed Apple’s entry into the AI race.
- Apple may rename its iOS versions using a year-based naming system (iOS 26).
- Regulatory and trade pressures threaten Apple’s revenue and supply chain.
- Apple’s market value has dropped by 20% in 2025, falling behind Microsoft and Nvidia.
Apple is preparing for its annual Worldwide Developers Conference (WWDC) on Monday, aiming to regain its footing in the artificial intelligence (AI) race after falling behind rivals like Microsoft, Google, and OpenAI.
This year’s WWDC is expected to be more muted compared to recent years. In 2023, Apple introduced the Vision Pro mixed-reality headset and teased a more advanced version of Siri. However, progress on Siri has been slower than anticipated, prompting Apple to scale back its emphasis on Siri in its AI messaging. CEO Tim Cook acknowledged delays last month, saying Apple is still “extremely excited” about its AI features, but they’re taking longer than expected.
Instead of a major product reveal, Apple is likely to unveil software updates, including a visual redesign of iPhone apps and a renaming system for its iOS. If accurate, Apple may switch from the sequential naming scheme (iOS 19) to a year-based system, with the next version being called iOS 26, set for release in September alongside new iPhones.
Analysts argue Apple still has time to catch up in the AI race. Forrester’s Thomas Husson describes it as “a marathon, not a sprint,” requiring Apple to evolve its operating systems strategically.
Beyond AI, Apple faces growing external pressures. Regulatory battles threaten billions in revenue—most notably, a potential loss of its $20 billion annual deal with Google and a ban on commissions from alternative in-app payment systems. Additionally, President Trump’s revived trade war with China poses a new challenge to Apple’s supply chain, with increased pressure to shift manufacturing to the U.S.
Investors are growing wary. Apple’s stock has fallen nearly 20% in 2025, wiping out $750 billion in market value. Once the world’s most valuable company, Apple now ranks third behind Microsoft and Nvidia.
Amid delayed innovation, geopolitical risks, and mounting regulation, WWDC may be less about new products and more about restoring confidence in Apple’s future.