WWDC 2025 Proved That Apple Learned a Valuable Lesson

[MacRumors]

At its WWDC 2024 keynote last year, Apple previewed a more personalized version of Siri that has since been delayed until next year. Subsequently, Apple was hit with class action lawsuits that accuse the company of false advertising, and well-known Apple commentator John Gruber strongly criticized the company over the situation.

Apple also missed its promised 2024 timeframe for launching next-generation CarPlay, which it first announced all the way back at WWDC 2022. The company finally announced the launch of CarPlay Ultra last month, with the software system rolling out in high-end Aston Martin vehicles in the U.S. and Canada to start.

It appears that Apple learned a valuable lesson.

During its WWDC 2025 keynote, there was a noticeable lack of new software features that Apple promised as coming later this year. The company did say that Apple Intelligence will be gaining support for additional languages later this year, but most of those languages had already been announced months ago. Over the past several years, on the other hand, there were typically quite a few "later this year" labels on Apple's software pages.

Still, not every new feature announced at WWDC 2025 is available in the first betas of Apple's latest software releases. The lack of "later this year" phrasing suggests that those features will be ready by time iOS 26 and the other updates are released in September, however, as opposed to subsequent versions like iOS 26.1 or iOS 26.2.

Overall, it is clear that Apple is being more cautious, as was expected. In a report last month about Apple's artificial intelligence shortcomings, Bloomberg's Mark Gurman and Drake Bennett cited sources who said that Apple planned to mostly stop announcing new features more than a few months before they are ready to launch. Based on the WWDC 2025 keynote, that does appear to be the company's approach for now.

Article Link: WWDC 2025 Proved That Apple Learned a Valuable Lesson

 

[delsoul]

It seems they learned one lesson but failed to learn another. People want REAL upgrades, not just some cool colors here, some shiny graphics there. Many of these ‘features’ they release, majority of folks I dare say don’t even use them. There’s not a single thing released by Apple in recent times, software wise, that’s made me feel like wow I really have to have that. This also goes for Android, I’m really believing tech is out of actual fresh ideas and trying to buy themselves time to try and come up with something.

 

[Compote]

So no more future-faking. I bet it's a comfort for anyone who got sold on "Apple AI".

Special salutations to people who kept contradicting discerning commentators, that Apple AI wasn't just OpenAI, which it is and always was.

Are they realising now that the "liquid glass" interface screams 2006 Windows, is awful, makes the UI unusable, and that nobody wants it?

Is it time to get a Xiaomi?

 

[Nik]

Under-promise. Over-deliver. That's how it should be.

 

[TMRJIJ]

With this new version naming scheme based on the year, they could also have seasonal feature updates and introduce them during the new hardware events.

 

[Boeingfan]

Very glad to hear it.

 

[AlexStudios]

It seems they learned one lesson but failed to learn another. People want REAL upgrades, not just some cool colors here, some shiny graphics there. Many of these ‘features’ they release, majority of folks I dare say don’t even use them. There’s not a single thing released by Apple in recent times, software wise, that’s made me feel like wow I really have to have that. This also goes for Android, I’m really believing tech is out of actual fresh ideas and trying to buy themselves time to try and come up with something.

Truth be told, the tech industry is running out of features they're able to add on an already packed device.

 

[Compote]

It seems they learned one lesson but failed to learn another. People want REAL upgrades, not just some cool colors here, some shiny graphics there. Many of these ‘features’ they release, majority of folks I dare say don’t even use them. There’s not a single thing released by Apple in recent times, software wise, that’s made me feel like wow I really have to have that. This also goes for Android, I’m really believing tech is out of actual fresh ideas and trying to buy themselves time to try and come up with something.

Right ? The iPhone 6 was peak function, the iPhone 12 peak form factor, connectivity, usability.
There's literally nothing that makes me excited for a new one, and they're understanding it and they're now upping prices and stripping base models of core features to punish you if you don't fork out.

 

[jz0309]

At its WWDC 2024 keynote last year, Apple previewed a more personalized version of Siri that has since been delayed until next year. Subsequently, Apple was hit with class action lawsuits that accuse the company of false advertising, and well-known Apple commentator John Gruber strongly criticized the company over the situation.

Apple also missed its promised 2024 timeframe for launching next-generation CarPlay, which it first announced all the way back at WWDC 2022. The company finally announced the launch of CarPlay Ultra last month, with the software system rolling out in high-end Aston Martin vehicles in the U.S. and Canada to start.

It appears that Apple learned a valuable lesson.

During its WWDC 2025 keynote, there was a noticeable lack of new software features that Apple promised as coming later this year. The company did say that Apple Intelligence will be gaining support for additional languages later this year, but most of those languages had already been announced months ago. Over the past several years, on the other hand, there were typically quite a few "later this year" labels on Apple's software pages.

Still, not every new feature announced at WWDC 2025 is available in the first betas of Apple's latest software releases. The lack of "later this year" phrasing suggests that those features will be ready by time iOS 26 and the other updates are released in September, however, as opposed to subsequent versions like iOS 26.1 or iOS 26.2.

Overall, it is clear that Apple is being more cautious, as was expected. In a report last month about Apple's artificial intelligence shortcomings, Bloomberg's Mark Gurman and Drake Bennett cited sources who said that Apple planned to mostly stop announcing new features more than a few months before they are ready to launch. Based on the WWDC 2025 keynote, that does appear to be the company's approach for now.

Article Link: WWDC 2025 Proved That Apple Learned a Valuable Lesson

yes, they certainly learned that, the hard way.
Now, surprisingly or maybe not, I think Gurman got most "predictions" right which makes me really wonder how much of that was spoon fed by Apple. Which in turn makes me wonder if/when Apple will silence him.
Sure, there are supply chain leaks like 6 months or so before a product launch, but like talking bout "glass design" in an iPhone for 2027 - if that is bswd on "real" leaks, Apple has a problem.

 

[gleepskip]

In an unexpected turn of events, iPad got the most attention this cycle, relative to other devices.

 

[KENESS]

I don't know if it is just me, but I'm really feeling update overload these days. Every couple of months, there's a "big" new feature coming in a point release. It's just kind of overwhelming and makes my brain "check out" and my general reaction when there's a new point release is... Ugh. Again.

I'm not complaining about lack of innovation or complaining that Apple has lost it's way or that Apple's quality control is going downhill or any of the other annoying mantras that infect the forums, I don't have an issue with any of those things.

I just feel like every time I turn around there is a significant upgrade and significant (or semi-significant) new feature.

I kind of just wish they'd release all their new features each year in the x.0 release, and then all subsequent releases for the year would be just bug fixes and refinements. And that's it. Not ready for the x.0 release? Then wait until next year!

The x.0 release should DEFINE the feature set of that release. The point updates should be fixes.

Just my opinion.

 

[hurley999jb]

Seems like a heartfelt apology from Tim would have gone a long way! All he would have had to do was note that they missed the mark, and would do better in the future.

 

[WilliApple]

This just means that iOS 26.1, 26.2, and 26.4 will have features we don't know about 👀

 

[CalMin]

This is exactly how Apple should operate—just like they always used to. They never felt the need to pre-announce products or features, which is part of what made them so notoriously secretive. It allowed them to control the narrative completely.

Tim Cook has been a strong CEO, but it feels like he's catering too much to the stock market these days. The focus should always be on the products and the consumers first; when you do that, the shareholders* will be well taken care of.

Last year's situation was a clear example of giving in to the news cycle, which claimed Apple was lagging in AI. That’s like Wall Street in 2006 saying Apple was behind in smartphones—they weren’t shipping a smartphone yet! They were developing it, and when it was ready, they announced it to the world in 2007.

I always loved the 'one more thing' moment. If they are behind on AI, perhaps they can grind away until it's done and then share it with the world. In the meantime, they need to be confident that no one is not buying an iPhone because it lacks a built-in AI chatbot.

*I'm not talking about traders here; I'm referring to 'buy-and-hold' investors. Traders attempting to make quick profits from short-term fluctuations aren't truly investing in Apple—they're just looking to capitalize on the news cycle.

 

[Lounge vibes 05]

It seems they learned one lesson but failed to learn another. People want REAL upgrades, not just some cool colors here, some shiny graphics there. Many of these ‘features’ they release, majority of folks I dare say don’t even use them. There’s not a single thing released by Apple in recent times, software wise, that’s made me feel like wow I really have to have that. This also goes for Android, I’m really believing tech is out of actual fresh ideas and trying to buy themselves time to try and come up with something.

Wow I could absolutely not disagree more, putting all the glass fluff aside, these are some of the most feature packed updates in years.
And in my opinion, tons of actually useful features that people will use. Like, truly helpful, time saving features.
The hold assist feature that implements a call back instead of putting you on hold when that’s unavailable from a provider themselves? Amazing. I don’t care that Android had it first when it’s such a good feature.
Live Activities on the Mac is very useful.
The iPad finally being able to do tasks in the background is transformative for people who prefer the iPad.
Preview and Files updates, all of the translation features, free on device LLMs that all developers can utilize, Weather via satellite, new accessibility features across all platforms…
I don’t really know what more people could want, there were a ton of requested features that they checked off the list this year.
Especially with the iPad.

 

[goonie4life9]

A summary of WWDC 2025: Apple was more evolutionary than revolutionary, suggesting the shine may have come off the Apple....

 

[DrJR]

I have a theory that they didn’t follow through on last years AI promises because they see a niche in privacy fast approaching. Some intuition told them “simon didn’t say” and they backed way off. They are poised to stand alone as a bastion of privacy in a digital world gone mad over AI. Selling privacy is going to be incredibly profitable in the next five years…. available to those with the means to pay for it/opt out.

 

[Naraxus]

Apple learned a valuable lesson here. Ok. Now let's move on.

 

[haemolysis]

I kind of just wish they'd release all their new features each year in the x.0 release, and then all subsequent releases for the year would be just bug fixes and refinements.

I think that was always the intention, but they simply do not have the expertise to get it finished on time. If they had it ready, it would ship, but they don't.

 

[urungus]

The new approach of only a few months notice doesn’t give developers much time to test and fix their apps, or to modify them to use any new features / APIs. Expect future Apple software updates to break more stuff than we are used to.

 

[Agent007]

Stupid features like Genmoji upgrades aside, I think they did learn a bit of a lesson.

That said, tech is stagnating in many ways and the only device Apple makes that has the potential (and need) for major future improvement is the Vision Pro which isn't popular and doesn't make them any money right now. Everything else they make, everything their competitors make (phones, tablets, computers, watches, earbuds, BT speaker, accessories) has gotten so powerful and durable that people simply don't upgrade as often. I think Apple may have peaked in market cap and I'm not saying that to trash them, I'm saying it realistically. It's largely an overall tech situation.

 

[Sippincider]

Apple planned to mostly stop announcing new features more than a few months before they are ready to launch.

Apple, want to bring back the goodwill and maybe even some excitement?

"Available today..."

(I get it that some things need to be announced ahead so developers can align with it, but 2024 was definitely a historic fumble.)

 

[It’s always something]

and stripping base models of core features to punish you if you don't fork out.

Except that with iPadOS 26 they have actually put back functionality into the base iPad and iPad mini that has always been missing. I don’t necessarily disagree with your main point about stagnation but there are undeniable bright spots for iPads coming out of this year’s WWDC, it seems to me.

 

[poematik13]

The company is washed. They're just way too big now and not able to think clearly and cohesively on executing a singular vision. The "big reveal" is literally just a windows aero skin on the UI. Seriously? lol

The corporate structure is now 30-40 teams, each with a budget and headcount bigger than most startups, all fighting and competing against eachother internally for promotions.

You can tell by how robotic and soulless all the hosts were that all the employees care about is the stock price and their TC. Nobody cares anymore about being revolutionary or disruptive or making an iMac/iPod/iPhone-tier product- that era is over.

 

[klasma]

A summary of WWDC 2025: Apple was more evolutionary than revolutionary, suggesting the shine may have come off the Apple....

They’re putting shine on with a vengeance, aka Liquid Glass.