Apple has reinvented, reinvented, and redefined entire industries over the past few decades. From its "think different" philosophy to the holy grail of product design, Apple has a knack for making the future feel like it's happening right now—and exclusively within its ecosystem. But 2025? Things aren't so easily polished here. Apple 2025 - my take.
Last year was Apple 2025 at WWDC proudly announced a smarter, AI-powered version of Siri. Well, today, a year later, we're still wondering where exactly this miraculous Siri is hiding. According to Apple, they developed a basic version (V1), tested it, then decided it simply wasn't "enough." Apple". And now they're working on V2. Which in Apple parlance means: “We didn’t like it, but we promise there will be next time.”
And while ChatGPT, Gemini, and Copilot are already writing code, scripts, songs, and advising you on how to cook spaghetti with an artistic touch, Siri still doesn't understand that "launch Spotify" doesn't mean "open Safari and search for 'Spanish tofu'."
One of the best interviews – revealing more than Apple wanted
Apple Intelligence: It's not a chatbot, it's... whatever it is
Apple is trying hard to emphasize that Apple Intelligence is not a chatbot. No, it’s “a system of features that imperceptibly improve your experience” – which is PR speak for “sometimes it makes things easier for you, but you don’t know if it’s AI or Jonathan Ive’s magic”. Sure, Apple Intelligence can build a spreadsheet, summarize an email and find a photo of your cat from 2017. But for anything more creative? You’ll have to ask ChatGPT. Which it can now do on the iPhone – because Apple knows that someone else can do AI better.
Apple 2025! Touchscreen Mac? Foldable iPhone? Excuse me, how much?
In an interview, Craig Federighi and Greg Joswiak admitted that they still they don't have A touchscreen MacBook. Although they've been joking around with the idea for a decade (and making fun of hybrid Windows devices in the process), reality is slowly slipping away from their "no, never, absolutely not—unless... well, maybe." philosophy.
And speaking of the future – foldable iPhone? When asked by a reporter if Apple would make a foldable phone, Federighi laughed and replied, “No.” And while the tone was humorous, there was probably the sound of tens of thousands of broken Samsung Galaxy Fold screens crying, “At least we tried!” in the background.
Liquid Glass – glass that sells illusion
Apple is excited about this year Liquid Glass design – an interface that looks like frosted glass through which the content shines. Visually impressive, but in reality it is about cosmetic upgrade, not a functional leap. The question is, do we really need a new form of digital transparency if Siri still doesn't know who the president of the country we live in is.
What is Apple really doing? Apple 2025
Apple is slowly (but prudently) building infrastructure for the future, which includes:
- Private Cloud Computing (PCC) – AI runs on their servers, not on foreign ones.
- Integration with ChatGPT – an admission that AI can no longer be bluffed.
- Visual recognition and real-time assistance – via camera and screen, with ChatGPT backend.
- New UI paradigms with VisionOS – and inspiration for all other systems.
But… for every enthusiast anticipating the AI revolution, Apple is currently more like an old professor preparing a brilliant lecture – but for next semester. Meanwhile, students are already Googling the answers with the competition’s tools.
Conclusion: Apple 2025 = master of details, accustomed to delays
Apple is still the master of design, perfectionism, and a cohesive user experience. However, when it comes to artificial intelligence, devices of the future and visionary audacity, is currently more of a follower than a leader. And this may be the first time in a long time that we can admit it to ourselves – without losing faith in the future of the company that gave us the iPhone, AirPods and the feeling that we have the future in our pocket.
Apple is not late. Apple… is late. But as they say: “The last to come must come first.” Unless someone else comes first. With some AI help.
