WWDC 2025 Recap: Why Apple's Focus on Design Over AI Could Be a Game Changer

             

Image source: Reuters

                    

                                

 Last year, Apple's WWDC keynote was jam-packed with big AI hype. But this time, they dialed it down a bit and laid out what features to expect in the new updates and which ones we wouldn't be getting. Some folks might've been let down by this, but I thought it was nice to see a return to simpler times before AI took over the spotlight.

You could really see this change in message with the news about delays for the new AI version of Siri. Right at the start of Monday's event, Craig Federighi, Apple's software chief, burst anyone's bubble who was hoping for updates. He said, "We're working on making Siri more personal," but added that "this work needs more time to meet our high standards, and we're excited to share more next year."

This feeling didn't just apply to Siri. Overall, the AI stuff was more of a side note compared to what Apple is known for: design. Throughout the presentation, the leaders focused on Apple’s sleek software and functionality, and the new Liquid Glass redesign for iOS 26 stole the show.

The new Apple Intelligence updates that did get introduced were pretty modest. We saw things like AI-generated poll suggestions for group chats in iMessage and Adaptive Power features to help stretch your iPhone's battery life.

Alan Dye, Apple’s design vice president, shared during the keynote that, "We're deeply invested in every detail of our software design, and it's those moments of beauty, craft, and joy that really bring our products to life."

Some might roll their eyes at that as corporate talk, but there's some truth to it. Few companies have blended hardware and software as smoothly as Apple. While they've had their bumps, both have shown pretty strong design. This year’s WWDC with an emphasis on design over AI feels less like dodging the topic and more like a smart shift back to what makes Apple stand out.

Sure, some minor upgrades like Live Activities on Mac, Call Screening on iPhone, and more flexible windows on iPad might not seem groundbreaking, especially when everyone's talking flashy AI features. But I liked that they were focusing more on what really works instead of just chasing buzzwords that don't mean much to everyday users. Given that people aren't overly thrilled about mobile AI so far, Apple might be playing it smart.

A recent CNET survey showed only 11% of US adults upgrade their phones for AI features, and about 30% think mobile AI is kind of useless. Yet tech presentations have turned into showcases for AI features most users don't even ask for. Other brands like Google and Samsung have stuffed their devices with high-tech AI functions, making Apple seem a bit behind with increasing pressure.

Over the last year, Apple has rolled out a few Apple Intelligence updates, like notification summaries and writing tools. But one of the biggest letdowns so far is their revamped Siri, introduced in June with promises of being more user-friendly and helpful but may not show up till 2027 due to repeated delays.

"Even though it looks like others are ahead in the AI game, user interest in these features isn't really there yet, and there's no revenue from it right now," analyst Paolo Pescatore observed. "Slowly integrating Apple Intelligence across key services will help people recognize and trust these features more. This latest move shows how important the link between hardware, software, and services really is."

Seems like Apple has taken notes from last year's overzealous promises. This year’s approach felt more in tune with the brand, stepping away from the flashy AI showcases of last time. It shifted back to what I think most people really want: updates on design and software that actually improve the user experience, along with clever Apple Intelligence features like real-time language translation or Hold Assist for customer service.

"They might have made some pretty ambitious promises last year, but it seems they've done a better job for their brand by holding back this time and going at a pace that's comfortable for them," said Nabila Popal, a senior research director at IDC. Whether this pace will stay comfy for Apple and its users is still up in the air, but for now, it looks like it’s working just fine.

What do you think, dear reader? Do you think that

Is it smart for Apple to downplay AI?