Apple will never “win” its WWDC keynote

Apple is increasingly trapped in rocks and hard places, not just on artificial intelligence.

That’s the problem, and it may have been extended to the breakthrough point in CEO Tim Cook’s 2025 WWDC keynote. There are some people in the Apple product market that want and always want effective technology. They want intuitive use rather than invasive gadgets. According to multiple surveys, consumers continue to distrust AI tags. According to the nonprofit IAPP, 57% of us believe that AI poses a threat to our privacy.

Then there are some investors selling Apple stock in the market and they are always looking for new technology products that look like. Overall, despite a lot of evidence, tech investors are still drinking AI Kool-Aid, including brand new papers from Apple researchers! – AI’s reasoning ability and general useful ability may have hit the wall.

Apparently, Apple is trying to make both groups happy. Results: A keynote that aims to freely mention “Apple Intelligence,” a rename of many software services (including voice assistant Siri, which is just loud compared to Chatgpt’s multiple mentions), but fails to cheer up on whatever excitement Apple Intelligence can do for you.

Given that privacy is a major consumer problem, it’s cool that Apple Intelligence won’t send any of your questions to the company. But we already know that Apple intelligence was introduced from Cook’s 2024 keynote. There is no danger posed by other companies, they are more reckless about your data in terms of AI, like Cook once dares to call Android a “toxic hell” – mentioning privacy flying over like an F1 race car.

The most important thing about Apple’s update is just resonance. Apple Smart is an atmosphere. The refresh of the “liquid glass” design is an atmosphere. Craig Fedherigi is definitely an atmosphere. But tech stocks are currently shore in a different atmosphere, and Openai’s Sam Altman has been fostering over the past three years, including hiring Apple Legend Jony Ive to create a screenless gadget. Only so many F1 dads jokes can Apple compete with a seductive vision.

The Apple analyst, who called the event “Yawner,” said the market because Apple did not “profit on AI Front”, which caused Apple’s stock to drop from the moment the keynote speech.

How Apple is a likable person

You might think that the interests of Apple consumers and Apple investors will not be different, and that over the past two decades, they have not diverged. Thanks to the great success of the iPhone, Apple has attracted millions of new customers for all its carefully designed, premium premium priced products. Investors rewarded this out-of-control growth by making Apple the first company in history with a market cap of more than $3 trillion.

But Apple is increasingly dealing with mature markets. Or in the average person’s speaking, its gadget solves most of the major problems and defines it as its own standard version. The average user can now buy an iPhone right away and have reason to be sure that its superfast chipset and self-update software will remain in the future for the next five years or so. From 2019 to 2026, you can still rock the iPhone 11; it’s the oldest phone that officially supports the upcoming iOS 26.

That’s what it should be! If Apple continues to develop for consumers, it is a business strategy called “plans outdated”, or it is not trying to stop the environmental impact of its gadgets, then Apple will not win its current level of love. A business model that is not related to the sale of user data means the company can browse privacy on billboards.

But it also means Cook has to work hard to convince the market that incremental updates are exciting — and there are additional risks in the process.

“Liquid Glass” is a good example. Fedherigi describes it as a “material” that sits on Apple Oss on the user interface, as if the company literally injected liquid glass into all screens. Spoiler Alert: No. Liquid glass is just a design language, and in a memorable summary by Mashable senior editor Stan Schroeder, the menu makes the menu more “transparent”. Such obvious exaggeration makes Apple marketing more transparent.

To find a new look, the liquid glass also adds drop shadows to certain icons – verboten Jony Ive was there, at Apple Back. Former Apple executive Scott Forstall was ousted in 2012, partly because he advocated for the design, called kkemorphormism, and I like the flat look. Apparently, Apple has expanded its recycling program to include design ideas.

Apple’s new call screening feature will have a positive impact on the life of liquid glass. But Android took the lead in that, so Cook couldn’t really claim it. It is just listed as one of the features in Apple Intelligence. Polls in group chat? This is also a feature of Apple Intelligence. Order tracking in Apple wallet? Of course, we also call it Apple Intelligence.

But whether you’re afraid of AI or like it, Apple Intelligence doesn’t actually cut its grab method. Investors have sent A-Leververaververvey companies like Microsoft and NVIDIA with market caps, while NVIDIA’s surge is higher than Apple, but promises for the upcoming AI era seem weak. As long as he refuses to explain the market and other companies’ mistakes about AI, Cook will stay on the rocks and hard places.