It’s early June in Cupertino, but unlike recent years, excitement around Apple’s Worldwide Developers Conference (WWDC) is noticeably lacking.
In 2023, anticipation was high for the launch of the Vision Pro headset. The following year, buzz centered around Apple stock and upcoming AI announcements, with hopes that Siri might finally become truly useful. But in 2025? The atmosphere feels different—subdued, even uneasy.
The Vision Pro, once hyped as the next big thing, hasn’t lived up to expectations. Reports suggest Apple has scaled back production due to sluggish sales, and steeply discounted units are already surfacing on resale sites like eBay. Perhaps the high price point missed the mark.
As for last year’s major AI announcement, “Apple Intelligence” appears to be stuck in neutral. The features Apple did release have been underwhelming, and the much-anticipated overhaul of Siri has been delayed — potentially for years. Internally, the rollout has reportedly been a mess, and Apple even pulled an ad showing off Siri features that don’t actually exist. A PR misstep, to say the least.
On top of product stumbles, legal troubles are mounting. Back in 2021, a California court ordered Apple to allow developers to include links for purchases outside of the App Store. Apple was also supposed to justify any commission it charged on those purchases. The company’s lackluster compliance prompted the presiding judge to bar Apple from taking commissions altogether — and even recommend criminal contempt proceedings. This harsh rebuke was detailed in a blistering 80-page ruling by Judge Yvonne Gonzalez Rogers.
Across the Atlantic, Apple is facing similar heat. EU regulators fined the company for failing to meet new antitrust standards under the Digital Markets Act. Epic Games’ Fortnite has been reinstated on the App Store in Europe. Meanwhile, in the U.S., President Donald Trump is threatening new tariffs, urging Apple CEO Tim Cook to start manufacturing iPhones domestically.
Given all of this, what should Apple do at WWDC 2025?
A little humility would go a long way.
Rather than delivering a flashy, overproduced presentation — say, with Craig Federighi parachuting into the scene with his signature hairstyle in the wind — many are hoping Apple will take a more grounded approach. It would be refreshing to see Tim Cook acknowledge recent failures, especially after the judge’s scathing criticism and the overpromising of last year’s Apple Intelligence demo, which many now consider to have been smoke and mirrors.
However, signs point to Apple staying the course with its usual confident front. Notably, for the first time since 2015, Apple declined to send any executives to John Gruber’s Talk Show live episode — a WWDC tradition. Interestingly, Gruber has recently criticized Apple’s missteps with AI, which might explain the snub.
All of this suggests Apple will likely stick to its usual playbook: polish the presentation, gloss over the problems, and unveil sleek software updates and a new OS name. Expect them to act like the Vision Pro is still a breakthrough success and that AI features like notification summaries and text-based image generation are all anyone needs.
But this time, that might not be enough.
Apple’s brand has helped it power through past challenges, but the current storm — flat stock performance, judicial scrutiny, and lukewarm reception of its AI push — may demand more than charisma. Many iPhone 16 users can already tell that Apple Intelligence isn’t ready for prime time.
Still, vibes can change — and WWDC is Apple’s opportunity to reset them. This event is a chance to directly address the developers who have been instrumental in shaping the company’s success. It was their innovation that turned the iPhone into the cultural and commercial phenomenon it is today.
If Apple expects developers to help lead the charge into a future of AI or extended reality (XR), now would be the time to treat them with respect — and a little honesty.
What do we really want to see at WWDC 2025?
Honestly? Just a bit of humility.
We don’t need another over-the-top, two-minute Hollywood-style video with Craig Federighi leaping out of a helicopter, his hair perfectly frozen like it came straight out of a gel box. What we need is simple and real — Tim Cook stepping on stage, looking developers in the eye (or at least into the camera) and saying, “Sorry. We messed up.” Would that be too much to ask?
Because let’s be clear: this is the same audience that, just a year ago, sat through a slick demo of Siri features that still don’t exist. And now, for the first time since 2015, Apple is skipping John Gruber’s annual Talk Show at WWDC — not-so-coincidentally the same year Gruber publicly criticized Apple’s AI direction. Pure coincidence? Sure. Definitely.
The old design isn’t Working Anymore
All signs suggest Apple is sticking to its usual WWDC formula: flashy visuals, bold slogans, and total avoidance of the massive elephant in the room — one that has “Apple Intelligence is half-baked” written all over it.
A shiny new system design? A clever OS name change? A polished video montage? That used to be enough.
But this time, it probably won’t be.
Apple’s stock price is flat, legal challenges are piling up, and iPhone 16 users can tell — Apple Intelligence just isn’t delivering. It’s undercooked, overhyped, and missing the mark. And the overall vibe? Totally off the rails.
WWDC 2025: Back to Basics
The good news? Vibes can change.
WWDC 2025 is Apple’s chance to fix it. This is the moment of truth — a rare opportunity to speak directly to the developers who built the App Store, transformed the iPhone into a global cultural icon, and carried Apple through every major platform shift.
Developers aren’t just support staff; they are the ecosystem. Without them, the iPhone is just a beautiful slab of glass and aluminum. If Apple truly wants to enter a new era — whether that’s AI, augmented reality, or something else entirely — then now’s the time to take a long look in the mirror and say:
“Okay, let’s do this together.”
And maybe — just maybe — say it with a little self-awareness. A touch of humility. A real sign that Apple remembers what made it great: innovation, community, and trust.
Because no matter how sleek the design or how flashy the keynote, if Apple wants developers to lead the charge into the future, it has to start by being honest with them. The vibe isn’t just off — it’s a wake-up call.
And WWDC 2025 is the perfe ct time to answer it.
