Apple’s Worldwide Developer Conference (WWDC) is only a few days away, and its AI platform, what is further for Apple Intellation, is a clear expectation about it.
The world was first introduced to Apple Intelligence at WWDC last year’s WWDC. The company advertised that Siri would be upgraded to achieve insight into all your interactions with your device to provide the next level, personal and easy aid. The facility has not yet sent on the equipment, causing many users to disappoint because they still wait for what ahead is.
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On the other hand, Apple unveiled a suit of other AI characteristics, while not attractive, was practical and accessories, such as cleaning in photos, genmoji, writing equipment, priority notifications, and more. These features were cleverly integrated, making them easy to use without heavy users. For some users, this was enough to keep them satisfied.
Therefore, as the WWDC is around the corner, a big question is: will AI AI be able to catch with the contestants in the race, and what will it take to do so? ZDNET talked to analysts and assembled its approach whether Apple is behind and what it needs to do, and the results are divided.
A clear roadmap is required
There are many questions about this that when the biggest Apple Intelligence feature, Siri 2.0, will be released. Apple has publicly stated that it would take longer than what the user had thought of giving awareness about the individual context of the user and taking action for users within the apps. It also said that it estimates to roll facilities in the coming year. However, a Bloomberg’s report put the timeline even further, since 2027.
For those users who upgraded their iPhones into the model with the A18 chipset, to support these apple intelligence features, most of the frustrations do not suggest when they will get the update. Another layer of confusion is that this approach is that the vice -president of the Group of IDC of Device and Consumer Research, Tom Mainelli says what Apple has usually followed in the past.
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“It surely appears that Apple is here in 2025, in part, because he made a lot of promises in WWDC 2024, and so far has made a lot of promises to fulfill those promises, and I think it was like an unwanted error on the part of the Apple,” Mainelli said. “They grab back and actually talk about the stuff when they are ready to talk about it, and traditionally, it has served them well.”
As a result, Mainelli hopes that Apple will be slightly more conservative in its announcements this year. Although this may seem disappointing for something, Forester’s vice -president and leading analyst Dipanjan Chatterjee suggests that there is caution and clarity essence to restore users’ confidence.
Chatterjee said, “Apple Intelligence has not met his promise, and in particular, Siri has fallen well in giving a spontaneous conversation that the consumers are now accustomed to general AI agents,” said Chatterjee. “WWDC reforms would be the ideal time to keep a clear roadmap of reforms and reduce concerns that the experience may be behind its rivals.”
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On the subject of transparency, it is also important for Apple to be realistic when discussed. If the company is going to announce any new Apple Intelligence features, they need to be saved so that users are not more disappointed. Although it may seem that it is behind, Paulo Pescatore, PP Founder and TMT analyst, encourage the company to take their time to avoid more disappointing users.
“While there is no clear leader in the AI ​​race because it is still in the early days, Apple’s efforts are not resonating with the customers,” said Pasaktor. “It is a marathon and not a sprint, so there is time, but needs to work too much under the hood. Apple carefully (iPhone) users need to be careful to disappoint and disappoint their loyal base.”
Apple cannot be as far as it seems
Although it is unlike Apple to launch or declare a feature without preparing it to roll out for equipment, the AI ​​space is moving so quickly that other companies have had to hold back from releasing some of their most new and exciting characteristics in the same way.
A prominent example is the Microsoft Recall, a feature means to record the user’s screen and seize the information to make it searchable with AI. It was announced in May 2024 and was initially to be released to the public in June 2024, but was delayed several times due to privacy reasons, finally launched in preview in April 2025.
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“I think it is important to note that almost everyone who has made promises has been given a difficult time till date – Microsoft, Copilot Plus and around Windows around Windows, with some characteristics in Copilot Plus, it takes more time to deliver, I think you can say the same about Amazon and Alexa Plus,” Menli said.
Furthermore, even though it may seem that Apple AI lags behind other companies in the race, as its AI features are not the most advanced in space, it is also worth noting how newborns this AI space is.
Since the chatup was launched in November 2022, which stopped the generic AI craze, therefore progressed in space. However, generally, easily available features are still available, still on the same auxiliary spectrum, in which no agent is far in space – just yet.
(Disclosure: ZDNET’s original company Ziff Davis filed a case of April 2025 against Openai, alleging that it violates Ziff Davis copyright training and operating its AI system.)
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“Apple gives the assumption that it is behind other technology companies while talking about AI, although direct contestants in the device space are yet to be quite differentiated and more integrated AI are not offering user-experiences, so I disagree that Apple is actually late in the AI ​​race, which is said to be late in the AI ​​race.
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