Apple discussed its plans to develop AI tools that simplify people’s lives and make its devices more user-friendly.
After failing to be early on Big Tech’s race to capitalize on artificial intelligence, Apple is trying to regain its stand.
The company held a developer conference called the Worldwide Developers Conference (WWDC), where thousands of developers from 60 countries gathered in Silicon Valley.
Apple discussed its plans to develop AI tools that simplify people’s lives and make its devices more user-friendly. It also gave a preview of the biggest software update it has done to its iPhone in ten years.
The company officials showed Liquid Glass, a revolutionary software interface design.
Besides redesigning its software, it planned to adopt a strategy where the iPhone operating system update, released in fall 2026, will be called iOS 26 rather than iOS 19, which would be the case under the existing naming scheme since its 2007 launch.
It is available on all Apple operating systems, called iOS 26, iPadOS 26, macOS Tahoe 26, watchOS 26, and tvOS 26.
Chinese consumers were not pleased with the new design. They expressed their dissatisfaction with the hashtag “iOS26 Ugly,” which became trending on the Chinese microblogging app Weibo. The platform saw over 20,000 mainland netizens disliking the new design.
Apple wanted to make its mark in the AI craze, so during WWDC, it showcased many new features with a promise of a more intelligent and adaptable Siri, its virtual assistant.
The company stated that the Siri AI upgrade will take time without giving a specific timeline.
The company has been receiving persistent doubts about whether it has lost its mystique, which made it a tech innovator throughout its nearly 50-year history.
Rather than making a big splash as it did with Vision Pro headset and its AI suite, it has adopted a low-key strategy, focusing on improving its software with a new design called “Liquid Glass.” It also announced new features like “workout buddy” to help manage physical fitness.
The company promised to make its software more compatible with advanced computer chips powering its products while making it smooth and enjoyable to toggle between the iPhone, iPad, and Mac.
Francisco Jeronimo, an analyst at International Data Corporation (IDC), stated that Apple did not aim for a game-changing technology this year but was more focused on meticulous calibration, platform improvement, and developer enablement.
Apple struggles to make AI that meets its standards, and the gap is growing between it and other tech giants. Google incorporated more AI into its Pixel smartphones to change its search engine function. Samsung, Apple’s biggest rival, is also making investments in AI.
ChatGPT has signed a contract with former Apple design guru Jony Ive to create a new product to compete with the iPhone.
Besides facing innovation challenges, Apple is also vulnerable to regulatory risks that require it to invest billions of dollars that would otherwise be in R&D.
A federal judge is considering whether proposed countermeasures to Google’s illegal search monopoly should include a ban on a long-standing agreement of $20 billion annually with Apple. Another federal judge banned the company from collecting commissions in-app outside of its once-exclusive payment system.
Apple is in the middle of President Donald Trump’s trade war with China, a significant manufacturing hub for the company. Chief Cook is trying to convince Trump to exempt the iPhone from tariffs. However, Trump is not happy and is more focused on pressuring Apple to manufacture its products in the United States.
It seems like a bad year for Apple, reflected in its 20% decline in stocks, which has wiped out $750 billion in shareholder wealth.
Apple, which started the year as the most valuable company in the world, is now in third place, behind AI chipmaker Nvidia and longtime competitor Microsoft, another AI leader.
Apple shares fell more than 1%, a sign that investors were unimpressed by the recent announcements.