Last year’s Worldwide Developer conference (WWDC) buzzed with anticipation as Apple prepared to unveil its AI capabilities, aiming to rival platforms like Google and OpenAI.While initial demos impressed, subsequent execution has disappointed developers and consumers alike.

over the past year, Apple’s broader AI struggles have become evident. Delays have plagued its personalized intelligence ambitions, and the rollout of new tools has lacked consistency. The vision presented in 2024-a fusion of on-device AI,revamped Siri interactions,and robust developer tools-remains largely unrealized.

The staggered release of Apple Intelligence features has encountered several obstacles.The personalized version of Siri, a cornerstone of Apple’s AI strategy, has been delayed. This delay undermines Apple’s AI value proposition, as the new Siri was intended to be a context-aware assistant capable of understanding user behavior across apps.

Consequently,developers have been unable to fully leverage the new AI-powered Siri,and users cannot rely on the assistant to perform in-app actions as initially promised. This represents a missed opportunity for developers to create more interactive and bright app experiences, and a broken promise for consumers. It also raises concerns about the competitiveness of Apple’s AI stack compared to rivals like OpenAI, Google, and Microsoft.

As WWDC 2025 approaches, expectations for consumer-facing Apple Intelligence features are tempered. Developers and analysts are primarily hoping for incremental improvements, such as smoother AI integration into native apps and tools that empower developers to utilize Apple’s AI. Few anticipate significant advancements in Siri.

Enabling AI-assisted app development presents a significant opportunity for Apple. The emergence of tools like Cursor, Replit, and Bolt.new has streamlined code generation, accelerating product development for both developers and non-developers.

AI-powered apps have found the web to be an effective distribution platform. For example, ChatGPT gained considerable traction online before launching native apps for iOS and Android. Platforms like WordPress, Hostinger, Canva, and Figma now enable non-technical users to create simple apps using natural language prompts, highlighting the need for Apple to modernize its approach.

Ideally, new AI tooling should empower more developers to create and publish apps on the App Store, enriching the iOS app ecosystem and generating new revenue streams for Apple, notably as its App Store income faces increasing pressure.

While Apple has announced initiatives like Swift Assist, a coding assistant for Xcode, its widespread release remains pending. The company is also reportedly developing an Anthropic-powered AI coding tool and plans to provide developers with access to its own AI models, aiming to lower the barrier to entry for iOS app development.

App Store Challenges and Opportunities

“Apple needs to reassert the value of its ecosystem… Especially in a world where AI accelerates everything, Apple can’t afford to lag behind.”

However, two key factors must be considered: the web’s dominance as an request distribution platform and new regulations in the U.S. that prohibit Apple from charging fees for payments made outside the App Store.

The latter is particularly significant. In April, Judge Yvonne Gonzalez Rogers mandated that Apple remove restrictions on linking to choice payment methods for digital purchases within U.S. App Store apps. Furthermore, the ruling prohibits Apple from charging any fees for thes transactions. A U.S. court recently rejected Apple’s appeal to suspend the ruling.

This ruling will likely incentivize developers to encourage customers to purchase subscriptions and add-ons outside the App Store, perhaps at discounted rates compared to App Store prices.

This decision could also prompt other regulators to exert similar pressure on Apple,reducing App Store fees for third-party payments. Apple reported generating $1.3 trillion in billings and sales in 2024, with 90% of that occurring without Apple receiving a commission.Even a fraction of the remaining $130 billion represents billions in potential revenue for the company.

Amid these challenges, Apple must reaffirm the value of its ecosystem. While it remains uncertain whether Apple will reduce its commissions, the company’s strategy regarding App store features will be crucial in making native iOS apps a more profitable avenue for developers.

As WWDC 2025 draws near, Apple faces the challenge of presenting a compelling narrative. Its AI ambitions are being tested by both rapidly advancing competitors and evolving legal and economic landscapes. To succeed, Apple must demonstrate its ability to deliver on AI for both end-users and the developers who drive its ecosystem. In an era where AI is accelerating everything, Apple cannot afford to fall behind.