As the Worldwide Developers Conference (WWDC) prepares to take place from June 9-13 this year, Apple seems to be adopting a more cautious stance compared to previous years. Tech journalist and insider Mark Gurman highlights this shift in approach in his latest newsletter, Power On. Following the ambitious announcements made at WWDC 2024, particularly around Apple Intelligence, the company now finds itself facing internal challenges and external scrutiny.
Last year's event generated significant buzz as Apple committed to integrating AI into its products and services. The introduction of the iPhone 16 and MacBook Pro included promises of revolutionary updates tied to Apple Intelligence. However, the reality has fallen short of expectations, leading to delays in promised features and dissatisfaction among customers. Apple executives are reportedly concerned about the brand's image as users have begun questioning the reliability of updates, particularly regarding the revamped Siri.
This year, the logo for Apple Intelligence is notably understated—a plain white circle with a faint hint of color associated with the initiative. Additionally, the upcoming iOS 19 promises a significant redesign, drawing inspiration from visionOS. However, unlike in past years, Apple appears intent on managing expectations and avoiding overpromising capabilities that they may struggle to deliver.
In light of these changes, it seems Apple is focusing on delivering a more grounded event this year. This may serve to rejuvenate their reputation as they gear up for the anticipated announcement of the iPhone 17 later this year.
