Jarman74
Contributor
I’ve endured years of listless keynotes that could be easily reduced to a ten‑minute recap. This one, though, isn’t something Apple can shrug off with a slap on the wrist. They either deliver in full or they crash spectacularly.
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Apple Teases Next Week's WWDC 2026 Event: 'All Systems Glow'
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tweaknmod
macrumors 6502a
I bet the mood for the teams involved in the presentation is significantly different from pervious years...
In previous years, they would typically be focusing on showcasing their upcoming products from the position of a virtually unblemished brand. The pressure is to ensure the presentation goes well, but it's always easy to present impressive results. Today, I think they are — for the first time in many years — on the back foot, having to reassure both consumers and investors that they are still 'with it' and haven't completely lost the plot.
This pressure is obviously due to the whole Apple Intelligence fiasco, but I would say there is an additional layer of pressure. Not only do they have to showcase a Siri which reliably aligns with modern users' expectations, but consumers and investors alike look to see how Apple strikes a balance of using AI within it's current strengths, being mindful of privacy and security, and not shoving it in the faces of those who want nothing to do with it. That will not be an easy balance to strike.
(I'm a corp comms specialist -- this is what I do for a living)
In previous years, they would typically be focusing on showcasing their upcoming products from the position of a virtually unblemished brand. The pressure is to ensure the presentation goes well, but it's always easy to present impressive results. Today, I think they are — for the first time in many years — on the back foot, having to reassure both consumers and investors that they are still 'with it' and haven't completely lost the plot.
This pressure is obviously due to the whole Apple Intelligence fiasco, but I would say there is an additional layer of pressure. Not only do they have to showcase a Siri which reliably aligns with modern users' expectations, but consumers and investors alike look to see how Apple strikes a balance of using AI within it's current strengths, being mindful of privacy and security, and not shoving it in the faces of those who want nothing to do with it. That will not be an easy balance to strike.
- Previous pre-WWDC moods: Pressure to maintain the brand, peppered with excitement and pride as teams showcase their work.
- This year's pre-WWDC moods: Everyone is watching... Apple is not as untouchable as many previously thought, and the teams behind the presentation know that...
(I'm a corp comms specialist -- this is what I do for a living)
they're doubling down on liquid glass, aren't they?
everlast3434
macrumors 6502a
joloriquelme
macrumors regular
The name Siri is doomed. Apple should had changed that name.
carswell
macrumors regular
How many remember the discussion of SiriOS back in 2019 (e.g., https://appleinsider.com/articles/19/07/19/sirios-predicted-for-2020-wwdc---heres-what-it-might-be)?
It looks like that may be finally coming to fruition.
It looks like that may be finally coming to fruition.
everlast3434
macrumors 6502a
This must be the most confusing UI ever:
- "Ask or Search" or
- "Ask..." or
- "Siri" or
- "ChatGPT"
By choosing the last option, at least I know what I am getting. The others are just plain confusing on what to expect to happen.
- "Ask or Search" or
- "Ask..." or
- "Siri" or
- "ChatGPT"
By choosing the last option, at least I know what I am getting. The others are just plain confusing on what to expect to happen.
Or, you know.
They present a series of updates that have some things that we care about and other things that we don’t, and the forums light up with complaints no matter what, while the regular consumers could care less and just continue buying iPhones.
You know, like the last… 20 years… Of WWDC.
winxmac
macrumors 68020
September 2024: It's Glowtime.
June 2026: All systems glow.
June 2026: All systems glow.
Add to that their Liquid Glass redesign, which was likely inspired by visionOS and Vision Pro and visionOS itself, their bet on VR. Which also did not have seem to have taken off as expected.
hovscorpion12
macrumors 68040
This will certainly be Apple's second saddest Apple event in history. Being Tim's last.
That being said, my expectation of WWDC is at all time low. 2/10.
While its nice that Apple is doing "performance & stability focused OS's" its going to be hard to push the needle in September. Performance and Stability should be tied to a new OS. It's all year round [essentially software team actually fixing issues with each release].
The average buyer is not going to spend $2,600 on an iPhone Ultra with special OS.
That being said, my expectation of WWDC is at all time low. 2/10.
While its nice that Apple is doing "performance & stability focused OS's" its going to be hard to push the needle in September. Performance and Stability should be tied to a new OS. It's all year round [essentially software team actually fixing issues with each release].
The average buyer is not going to spend $2,600 on an iPhone Ultra with special OS.
Happy_John
Suspended
They'll need to get the post keynote "hands on" session right.
This time round, they have to be able to properly demo hands-on what they "show". They'll have to do beyond "staged demos".
hovscorpion12
macrumors 68040
It should be re-named to Steve. In honor of Jobs. It's more fitting to Apple.
Jarman74
Contributor
Honestly, I don’t see that happening anymore.
If Apple fails this time, it’s hard to imagine the company staying in the AI race (assuming it ever truly joined it). There’s no ‘next year we’ll do better,’ no alternate path. I can’t even picture someone like Federighi sticking around for long - and it would be the worst possible debut for the new CEO.
But if Apple delivers on AI, it means it can still do more than merely catch up - and that would mean leading again. Which is why I don’t see any further middle ground.
hovscorpion12
macrumors 68040
To be fair, Apple has never cared about Ai. They said it themselves. With Final Cut Pro, with pixlalmator. They have said, we don't believe in adding Ai features.
With the M5 Max, Apple is allowing users to work and create in Ai. Rather then providing it.
if Apple does Ai the right way, it will be its own Gemini, Grok, ChatGPT, Claude, Anthropic. Rather then childish Ai features like adding hair to your bald head.
DavidLeblond
macrumors 68020
When you say new design, are you saying they're going to replace the current "Siri with Apple Intelligence" glowing rainbow border? Because I quite like that, and also... they literally just changed it last software update!