Apple Unveils 'Apple Intelligence' at WWDC 2025, Revolutionizing On-Device AI

Apple unveiled "Apple Intelligence" at WWDC 2025, a suite of advanced AI features deeply integrated across its ecosystem, including iPhone and other devices. This marks a significant leap in Apple's AI capabilities, promising a more intuitive and personalized user experience.

Apple Intelligence Takes Center Stage

At its annual Worldwide Developers Conference (WWDC) 2025, Apple officially introduced "Apple Intelligence," its comprehensive artificial intelligence initiative. This new framework aims to embed AI capabilities directly into the core of iOS 26 and other Apple platforms, enhancing user interaction and device functionality.

Key features highlighted include:

• Visual Intelligence: This AI-powered image analysis technology, now integrated into the iPhone screen, allows users to quickly perform image searches, extract context (like dates and locations for calendar entries), and even upload screenshots to services like ChatGPT for further analysis. It's accessible via the same button used for screenshots.
• On-Device AI Models: Apple is empowering developers with its new Foundation Models framework, enabling them to tap into Apple's AI models for offline, on-device processing. This ensures privacy and reduces cloud API costs, allowing for innovative app experiences like personalized quizzes from notes.

Siri's Evolution and Design Overhaul

While Apple Intelligence brings significant advancements, the much-anticipated upgraded Siri, previewed at WWDC 2024, is now slated for a spring 2026 release with iOS 26.4. This delay was acknowledged by Apple, stating the work "needed more time" to meet their standards. The initial Apple Intelligence features for Siri, however, did launch with a new design.

WWDC 2025 also showcased iOS 26's new "Liquid Glass" design language, a significant visual overhaul. While inspired by the Vision Pro, Apple did not explicitly detail its long-term implications for developers beyond aesthetic changes.

Developer Relations and App Store Dynamics

Despite the AI advancements, WWDC 2025 also highlighted ongoing tensions within Apple's developer community. The keynote, which included a humorous song praising App Store reviews, largely sidestepped contentious issues such as App Store commissions and recent legal battles.

Developers expressed concerns over:

• The delay of key AI technologies like the fully upgraded Siri.
• Apple's continued stringent control over the App Store and its commission structure, with no announced reduction in fees.
• The perceived lack of acknowledgment regarding the challenges faced by developers in recent years.

While Apple did announce some developer-focused improvements, such as easier integration of AI features into the Shortcuts app and the Foundation Models framework, some felt the event prioritized consumer-facing features and Apple's own financial interests over a deeper commitment to its developer ecosystem.

Sources

• Apple’s upgraded Siri might not arrive until next spring, The Verge.
• Apple brings Apple Intelligence to the iPhone screen at WWDC 2025, TechCrunch.
• At WWDC 2025, Apple sang developers' praises amid AI letdowns and App Store battles, TechCrunch.
• Apple lets developers tap into its offline AI models, TechCrunch.