Apple Faces Pressure to Regain Momentum After AI Missteps

SAN FRANCISCO, United States, 8 June 2025 (BSS/AFP) – Apple is under mounting pressure to prove it still holds its innovative edge, after delays and unmet promises around integrating generative artificial intelligence (GenAI) have left it trailing rivals in the fast-evolving tech landscape.

The spotlight will fall on the tech giant this Monday, as it opens its annual Worldwide Developers Conference (WWDC) in Silicon Valley — an event traditionally used to unveil updates to its devices and operating systems.

The conference comes a year after Apple introduced its long-anticipated suite of AI tools, branded “Apple Intelligence”, including major upgrades to its often-criticised voice assistant, Siri. But those enhancements have yet to materialise.

“Apple marketed a host of new AI features as imminent, but they simply didn’t deliver,” said Gadjo Sevilla, senior analyst at Emarketer. The delayed rollout, especially the Siri revamp, is now expected to coincide with the next iPhone release, likely this autumn.

“I don’t expect a celebratory tone at this year’s WWDC,” Sevilla told AFP. “It’s more about Apple trying to recover credibility by outlining a clearer path forward.”

Falling Behind in the AI Race

Apple’s rivals, including Microsoft, Google, and Samsung, have made significant advances in integrating AI into their products. Analysts from Deepwater Asset Management, Gene Munster and Brian Baker, noted in a WWDC preview: “Apple underestimated the AI shift, over-promised its features, and is now scrambling to catch up.”

Speculation is rife that Apple may announce expanded GenAI partnerships — potentially with Google or Perplexity, in addition to its existing alliance with OpenAI, formed last year.

However, expectations are that WWDC may focus more on less headline-grabbing announcements, such as a substantial redesign of its operating systems across devices.

Tensions with Developers Simmer

AI is just one of Apple’s challenges. The company remains under scrutiny for its stringent control over the App Store ecosystem, drawing criticism from developers over high commission fees and restrictive policies.

“There’s still significant friction between Apple and the developer community,” Sevilla said. “Taking a 30% cut while failing to deliver on promised functionalities is a double black eye.”

Although Apple was forced by a US court ruling in the Epic Games lawsuit to allow alternative payment systems, developers remain frustrated with what they see as an overly closed ecosystem.

“Apple needs to extend an olive branch to developers — many of whom feel stifled,” Sevilla added. “They’ve been working within rigid constraints for decades.”

As Apple gradually weaves AI into its platform, it may also need to reconsider its tight control, especially if it wants developers to fully leverage the new technology.

“AI might be the first time Apple has to rethink its stance on open versus closed ecosystems,” said Carolina Milanesi, an analyst at Creative Strategies.

Under Pressure from All Sides

Adding to Apple’s growing list of headaches is the re-emergence of Jony Ive, the legendary designer behind the iPhone, who has partnered with OpenAI to explore a potential rival AI-first device.

“That’s a blow,” Sevilla said. “Your most iconic designer is essentially suggesting there’s a future beyond the iPhone.”

Though WWDC is traditionally software-focused, analysts believe Apple might unveil new hardware to demonstrate that it is still capable of innovation.

Beyond the conference agenda, broader geopolitical and economic issues loom large. Former US President Donald Trump has threatened to impose tariffs on iPhones manufactured in China — a major market for Apple and the production hub for most of its devices.

“The idea of an American-made iPhone is a fantasy. You’d have to rewrite the rules of global economics,” Sevilla remarked.

Loyalty Still Apple’s Strength

Despite its current setbacks, Apple continues to enjoy one of the most devoted customer bases in the tech world.

“Do people want a smarter Siri? Absolutely,” Milanesi said. “But if you’re in the Apple ecosystem, you’re staying. People will keep buying Apple products, even if AI takes a bit longer to arrive.”

As WWDC begins, Apple faces a crucial test — not just to impress developers and consumers, but to reaffirm its place at the forefront of the tech industry in an AI-driven future.