Apple Takes Cautionary Approach to AI at WWDC 2025, Focusing on Quality Over Quantity

If you felt that Apple’s Worldwide Developers Conference (WWDC) in 2025 was a bit light on artificial intelligence (AI), you're not alone. While competitors like Google and Samsung unveiled a flurry of AI-driven innovations during their respective events, Apple took a more measured approach. At WWDC, notable additions included a new AI health coach, Visual Intelligence, which enhances Siri's capability to interpret iPhone screens, and new Genmoji. However, the long-awaited major AI upgrade for Siri, which Apple had planned to roll out the previous year, was notably absent. Apple’s hesitance to rush AI features has raised eyebrows and prompted speculation about the company’s ability to compete in the rapidly evolving AI landscape. The delayed introduction of a supercharged Siri, initially billed as a cornerstone of Apple Intelligence, has fueled doubts. Yet, Apple’s leadership maintains that the company is committed to AI development, albeit with a different strategy. Craig Federighi, Apple’s Senior Vice President of Software Engineering, was interviewed by the Wall Street Journal and TechRadar, where he emphasized the importance of doing things "the right way." Federighi explained that the goal of Apple Intelligence was never just to build a chatbot but to create genuinely valuable, integrated AI experiences. This cautious stance is partly due to the mixed consumer sentiment towards AI. Despite the hype surrounding AI, many consumers aren’t yet demanding AI features, which means Apple isn’t under significant pressure from its user base. Instead, the primary pressure seems to be coming from investors and market trends. Following the WWDC keynote, Apple’s stock dipped, highlighting the financial stakes involved. However, the core drivers for iPhone purchases, such as camera quality, design, and brand loyalty, remain unchanged. Most consumers are unlikely to choose their next smartphone based solely on AI capabilities. Apple’s history suggests that its late entries into technological fields can sometimes yield significant advantages. For instance, the company entered the smartwatch market after competitors but has since become a dominant player. This strategic patience could prove beneficial in the AI sector as well, allowing Apple to refine its offerings and avoid the pitfalls of premature launches. Federighi’s comments can be seen as a reflection of this philosophy, signaling that Apple is focusing on quality over quantity. The rapid progress in generative AI and large language models (LLMs) has compelled other companies to flood the market with various features, but many users find these additions underwhelming. Google’s Circle to Search and Samsung’s AI enhancements haven’t yet proven to be game-changing. In this context, Apple’s reluctance might be a strategic move to ensure that when it does release AI features, they are both robust and useful. Industry insiders are divided on Apple’s approach. Some praise the company’s focus on delivering reliable and meaningful technology, while others criticize its apparent lag in AI innovation. Apple’s methodical approach aligns with its reputation for prioritizing user experience and privacy, which could differentiate its eventual AI products from those of competitors. Apple has traditionally excelled at integrating new technologies seamlessly into its ecosystem. If and when it does enter the AI arena fully, it could do so with features that are not only advanced but also aligned with its core values and user expectations. The company’s track record of turning potential disadvantages into strengths through careful development and marketing is a testament to its resilience. Whether this strategy will pay off in the AI space remains to be seen, but Apple’s unique position and reputation make it a formidable player in any technological race.