Apple WWDC 2025 Preview: An Awkward AI Narrative and A Confusing Brand Refresh

TradingKey - Apple’s Worldwide Developers Conference (WWDC) 2025, set to kick off on June 9, is under intense global scrutiny from the tech industry, consumers, and investors—particularly for updates on Apple Intelligence and its broader software roadmap. However, reports suggest that Apple's AI progress may continue to disappoint.

The event will run from June 9 to June 13, with the keynote and online sessions broadcast via the Apple Developer App, Apple’s official website, and YouTube. The in-person portion of WWDC will take place at Apple Park.

According to MacRumors , this year’s conference will feature updates to Apple’s core software platforms, including iOS 26, iPadOS 26, macOS 26 Tahoe, tvOS 26, watchOS 26 and visionOS 26.

While Apple typically avoids major hardware announcements at WWDC, the only potential exception this year could be a new version of the Mac Pro, though no official details have been released.

Two Key Focus Areas: AI Progress and Brand Strategy

This year’s WWDC will center around two themes: Apple’s AI development and its new brand strategy. Reports indicate that Apple may focus more on rebranding and repackaging existing features, while offering underwhelming technical breakthroughs in artificial intelligence.

WWDC 2025 Event Page, Source: Apple

Apple Intelligence: Lower Expectations Again

At last year’s WWDC, Apple unveiled Apple Intelligence—a suite of AI-driven features meant to close the gap between Apple and rivals like Google and Microsoft. But since then, progress has been slow.

Most notably, the next-generation Siri, which was expected to break Apple out of its perceived AI stagnation, has been indefinitely delayed due to engineering and testing challenges.

CEO Tim Cook previously said that the AI-powered Siri update would arrive within the coming year.

Bloomberg’s Mark Gurman, who closely follows Apple, revealed that one of the biggest AI-related announcements next week will be opening access to foundational models for third-party developers — an important but incremental step in Apple’s AI journey.

Despite delays, internal sources say Apple continues to push forward aggressively in AI development. Teams are reportedly working with language models ranging from 3 billion to 7 billion parameters, and even some experimental 150-billion-parameter models. Early results show that Apple’s chatbot output can rival offerings like ChatGPT and Gemini.

Brand Strategy: A Distraction or a Reinvention?

Multiple reports indicate that Apple plans to rename its operating systems using years instead of version numbers—a move seen by some analysts as a way to shift attention away from its lagging AI capabilities and toward a fresh brand identity.

One reason for skipping “25” and naming the new OS versions “26” is said to be related to future software release schedules:

1. More frequent software updates expected over the next few months

2. Major OS releases typically launch in September, aligning with the 2026 fiscal year starting in October

3. Emphasizing a futuristic image and redirecting focus from AI shortcomings to system-wide rebranding

Citigroup analysts noted that the redesigned user interface — reportedly inspired by the Vision Pro headset—could help strengthen Apple’s cross-platform ecosystem integration.

Sluggish AI = Weak Stock Performance?

Year-to-date in 2025, Apple shares have fallen 19.46%, making it the worst-performing stock among the so-called “Magnificent Seven” tech giants.

According to Tipranks, analyst price targets for Apple average around $228.22, suggesting about 13% upside from current levels.

Analysts argue that Apple must step up its AI game and deliver a compelling narrative, or face mounting risks. Even without a full overhaul of Siri, Apple is expected to address AI in its keynote.

Citigroup warned that the delay of the next-gen Siri could continue weighing on Apple’s share price, especially as consumers expect rapid AI innovation—and iPhone sales could suffer if Apple fails to meet those expectations.