Striking a balance between speed and caution, and ambitious and realistic is difficult. Apple may have just nailed it.

After stumbling out of the starting gate in Big Tech’s pivotal race to create artificial intelligence, Apple will try to regain its footing with its annual Worldwide Developers Conference.

Apple's 2025 Worldwide Developers Conference (WWDC) was supposed to be a turning point for the company's artificial intelligence ambitions. Instead, it has left many in the developer community wondering whether Apple is out of ideas—or out of...

Apple CEO Tim Cook (L) and Senior Vice President of Software Engineering Craig Federighi greet the audience during the Worldwide Developers Conference on June 09, 2025 in Cupertino, California. The annual conference, which runs through June 13, includes design and fuctionality announcements for Apple's various products.

Apple is seen as behind the pack in AI, and the company had a chance to change that perception with its WWDC keynote on Monday. But shares fell, suggesting investors weren't too impressed with what the company previewed.

Apple’s incremental AI features at WWDC 2025 strengthens the growing perception that the iPhone maker is falling behind its rivals in the AI race.

Users will be able to access the AI models either on device or with Private Compute to generate responses that feed into the rest of their shortcut.

Apple unveiled a major advancement in its artificial intelligence efforts with the launch of the Foundation Models Framework.