At WWDC 2025, Apple puts Amnesty International on the back stove to show us what it is doing better

Last year, Apple’s keywords of WWDC were full of promises of artificial intelligence and unbridled aspirations. This year, the technology giant expanded the scope of Apple Intelligence messages and made it clear what we will get – and not get it – in the latest program updates. For some, this may be disappointment. But for me, a refreshing reaction to a simpler era was dominated by AI.

Switching the correspondence was more clear when it admitted the delay in Siri from AI. Within the first five minutes of the event on Monday, Craig Fedrigi, Senior Vice President of Software Engineering at Apple, told Apple, mainly anyone who hopes to obtain updates that they were lucky. “We are continuing our work to provide features that make Siri more personal,” he said. “This work needs more time to reach a high quality tape, and we look forward to sharing more about it next year.”

It was not just a walk. Artificial intelligence ads in general have taken a rear seat to one main element that helped Apple to stand for decades: design. At multiple points in the presentation, the leaders were worn out (even more than usual) about the appearance and functions of the Apple program, and the redesign of the liquid glass that reaches iOS 26 reached the lead center.

A handful of Apple Intelligence updates was more humble for current applications and operations, such as the IPA -WHO polls in the IMESSAGE group talks and adaptive power to enhance the life of your iPhone battery.

“We have always been deeply interested in all our software design details, these are the moments of beauty, crafts, and joy that excite our products to life,” Alan Day, Vice President of the Human Interface Design at Apple.

It is undeniable, but this does not mean that there is no truth to that. It cannot be said that any company has done better to ensure the operation of devices and programs together well like Apple, and the design of these two elements – except for some hiccups – was constantly strong. Apple used for this year’s WWDC to focus not on artificial intelligence, but on this distinctive design factor does not seem to be a policeman as much as he does a re -focus, and restores the reason for the importance of the brand in the first place.

Other and hidden practical improvements such as live activities on a Mac, and examining calls on iPhone (finally) and more diverse on iPad made this keyword WWDC feel disappointing, especially in the era of cheerful artificial intelligence ads. But for me, that was a welcome return to the job is the primary focus, instead of just the words of a tonn from the investor that is not largely meaningful to the normal consumer. In fact, given how the lukewarm general reception was in the mobile intelligence so far, Apple may be on something.

According to a new CNET survey, only 11 % of adults choose to upgrade their phones to reach artificial intelligence features, and about 3 out of 10 people who do not find AI useful. However, these main technological objects are constantly DSPECTACLes to launch the features of obstetric intelligence that most people have not requested. Competitors such as Google and Samsung downloaded their devices with artificial intelligence capabilities from the next generation, but Apple falls backward, and the pressure Escape.

IPhone Maker has released a set of Apple Intelligence updates over the past year such as notification summaries, writing tools and photo generation. But her greatest promise that was not fulfilled is Siri, who appeared for the first time last June, and which is supposed to be easier and useful. But with frequent delay, the most intelligent assistant may not be available until 2027.

“Although it may seem to be others’ artificial intelligence race, it is not a desirable advantage between users and there are no revenues (at the present time),” analyst Paulo Pescator said in a statement. “The accurate addition of Apple Intelligence will help through the main services to increase awareness and provide users with confidence to push more participation. The narrow integration between devices, programs and services really highlights with this last step.”

Apple seems to have learned her lesson in applying for himself and providing great promises. Its approach to WWDC felt this year with more measurement and brand than it was cross -artificial intelligence for the main word for the past year. It was due to what I think most people want to hear it: design updates and programs that make our devices simply more fun for use, accompanied by coordinated Apple Intelligence Speeches such as language translation or Hold Assist Phone to save your place in customer service calls.

“Although they made some unusual early promises last year, in my opinion that they served their brand better to avoid that year, and they chose to go at the pace of their comfortable,” Nabila Boubal, IDC’s high research director, said in a statement. Whether this is the pace of an apple and consumers will continue to be comfortable with the remains that must be seen, but it seems that it is going well.