Apple struggles to regain AI momentum

[WORLD] Apple’s Worldwide Developers Conference (WWDC) arrives at a pivotal moment, with the company scrambling to prove it hasn’t missed the boat on generative AI. Once the undisputed arbiter of tech cool, Apple now finds itself on the defensive—not just against more agile AI rivals, but also from a developer community increasingly disillusioned with its closed ecosystem. This year’s WWDC isn’t just about product updates—it’s a test of whether Apple can realign with a fast-shifting consumer and developer landscape.

Key Takeaways

• Apple is under pressure to deliver delayed “Apple Intelligence” features, particularly the revamped Siri, after falling behind in the GenAI race.
• Developers continue to chafe under Apple’s 30% App Store commission and closed platform policies, even after the Epic Games legal victory.
• Rumors suggest new AI partnerships—with Google or Perplexity—may join the existing OpenAI tie-up, potentially softening Apple’s image.
• Former iPhone designer Jony Ive is working with OpenAI on a rival AI device, drawing symbolic attention away from Apple’s innovation legacy.
• Trump-era tariff threats on China-made iPhones linger in the background, complicating Apple's future manufacturing and pricing strategies.

Comparative Insight

Apple’s current bind recalls the early 2010s transition to mobile-first software, where it initially lagged behind Android’s open-source momentum. Similarly, in the AI era, rivals like Google, Samsung, and even startups like Humane have been quicker to showcase GenAI-native features. Microsoft, meanwhile, has repositioned itself as the enterprise AI leader through Copilot and Azure OpenAI integrations. Apple’s more cautious, hardware-rooted approach has long worked in its favor—but in a market where speed and experimentation rule, the “wait-and-perfect” ethos may no longer suffice.

On the developer front, Apple's grip over its App Store ecosystem has withstood antitrust probes and lawsuits, but global regulatory trends—such as the EU’s Digital Markets Act—are tilting toward openness. While Android has long offered more flexible terms, even it is facing scrutiny. For Apple, embracing greater developer freedom may no longer be optional.

What’s Next

The most closely watched outcome of WWDC will be how convincingly Apple can demonstrate meaningful AI integration—especially with Siri, which has long been a weak link. If the fall iPhone launch includes fully realized GenAI features, consumer sentiment may stabilize. On the developer side, small olive branches—lower commissions for smaller devs or API access improvements—could signal a thaw.

However, much will depend on whether Apple’s hardware updates (if any) create enough of a distraction or halo effect to buy the company more time. Meanwhile, competition from new AI-native devices, such as the anticipated Ive-OpenAI project, could force Apple to rethink the iPhone's role as the center of its ecosystem.

What It Means

Apple’s current challenge isn’t just technical—it’s cultural. The company built its empire on tight control and polished releases. But in an AI-dominated future, where consumer expectations evolve faster than product cycles, that playbook is under strain. Loyal users may forgive a late Siri upgrade, but they’re also watching how Apple engages—or alienates—its creative community.

In failing to anticipate the GenAI moment, Apple gave rivals a head start it may struggle to close. WWDC won’t offer all the answers, but it’s a signal of whether Apple can still shape the narrative—or if it’s now following someone else’s lead.