WWDC 2025: Apple Needs to Rebuild Developer Trust After AI Issues

Initial Hype and Subsequent Disappointment with Apple Intelligence

Considerable anticipation surrounded Apple’s Worldwide Developers Conference in the previous year. The technology sector widely anticipated the unveiling of an AI platform from the company, one positioned to rival offerings from Google and OpenAI. While the demonstrations presented at that time were impressive, the subsequent implementation has proven less substantial, leaving developers and consumers alike desiring further advancements.

Challenges in Apple’s AI Development

Over the past year, Apple’s difficulties in the realm of artificial intelligence have become increasingly apparent. Delays have impacted the company’s plans for personalized intelligence, and the introduction of new tools has been uneven. The comprehensive vision Apple presented in 2024 – encompassing seamless on-device AI, a reimagined Siri, and robust new capabilities for developers – has not yet been fully realized.

The rollout of Apple Intelligence features was phased and accompanied by several issues. The personalized Siri iteration showcased last year has been postponed, a significant setback given Apple’s positioning of the new Siri as central to its AI strategy – a contextually aware assistant capable of understanding user interactions across various applications. Without this key component, the company’s AI value proposition appears notably limited.

Impact on Developers and Users

This delay also prevented developers from fully leveraging the potential of the AI-enhanced Siri. Consequently, users were unable to rely on the assistant to execute in-app actions as initially promised. This represents a missed opportunity for developers to create more engaging and intelligent app experiences. For consumers, it signifies another unfulfilled expectation. Furthermore, it raises questions regarding the competitiveness of Apple’s AI capabilities when compared to rapidly evolving rivals such as OpenAI, Google, and Microsoft.

Cautious Expectations for WWDC 2025

As WWDC 2025 draws near, expectations for tangible Apple Intelligence features among consumers are more tempered than they were last year. The majority of developers and industry analysts are now anticipating incremental improvements, focusing on smoother AI integration within existing native applications and tools that empower developers to effectively utilize Apple’s AI technologies. (Little expectation remains regarding significant advancements in Siri.)

Leveraging AI for App Development

A significant opportunity for Apple lies in facilitating AI-assisted application development. The emergence of platforms like Cursor, Replit, and Bolt.new has streamlined code generation, enabling both developers and non-developers to bring products to market more quickly.

AI-driven applications have demonstrated the effectiveness of the web as a distribution channel. ChatGPT, for example, achieved widespread adoption online before the release of its native iOS and Android applications. Simultaneously, platforms such as WordPress, Hostinger, Canva, and Figma now empower non-technical users to construct simple applications using natural language prompts. Apple must modernize its approach in this area as well.

Expanding the iOS App Ecosystem

Ideally, new AI tooling should enable a greater number of developers to create applications and submit them to the App Store. This would enrich the iOS app ecosystem and unlock new revenue streams for Apple, a factor of increasing importance given the challenges to its App Store income.

Announcements and Ongoing Development

Apple has announced several initiatives, though many are still in development. Swift Assist, a coding assistant for Xcode, was demonstrated last year but has not yet been widely released. The company is also reportedly developing an AI coding tool powered by Anthropic and intends to provide developers with access to its own AI models. The objective is to reduce the barriers to entry for building iOS applications, benefiting both experienced professionals and newcomers.

Legal and Economic Shifts

However, two key factors must be considered: the web’s established position as a primary application distribution platform and recent legal rulings impacting Apple’s App Store fees.

The latter is particularly significant. In April, Judge Yvonne Gonzalez Rogers mandated Apple to remove restrictions on linking to external payment methods for digital purchases within U.S. App Store applications. Crucially, the ruling also prohibited Apple from imposing fees on these alternative payment methods. On Wednesday, a U.S. court dismissed Apple’s appeal to postpone the implementation of this ruling.

Impact of the Court Ruling

This decision will likely encourage developers to direct customers towards purchasing subscriptions and add-ons outside the App Store, potentially at reduced prices compared to those offered within the App Store.

This ruling could also prompt other regulatory bodies to exert similar pressure on Apple, leading to reductions in App Store fees for third-party payments. Apple recently reported generating $1.3 trillion in billings and sales in 2024, with 90% of this value created without Apple receiving a commission. Even a small percentage of the remaining $130 billion represents substantial revenue for the company.

Reasserting Ecosystem Value

Amid these developments, Apple must reaffirm the value of its ecosystem. While it remains uncertain whether Apple will reduce its commissions, it will be interesting to observe the new App Store features the company introduces to make native iOS apps a more attractive option for developers.

As WWDC 2025 approaches, Apple finds itself in an unusual position, needing to articulate a compelling narrative. Its AI aspirations are being challenged not only by more agile competitors but also by evolving legal and economic circumstances. To succeed, Apple must demonstrate its ability to deliver on its AI promises, benefiting both end-users and the developers who contribute to its ecosystem. In a landscape where AI is accelerating innovation, Apple cannot afford to fall behind.