Why did Apple advertisements disappointed on the theme of artificial intelligence, at the great annual conference of developers
Tim Cook, CEO Apple (source Jeff Chiu / AP / Profimedia)
At the famous WWDC annual conference, Apple made many ads about the future iOS 26 operating system and were also given about the design of future phones and tablets. Under expectations, however, were the announcements related to the plans for AI, the conclusion being that only minor changes were communicated, although the expectations were high.
Apple has presented a reconfigured and modernized software design, called Liquid Glass, new phone and camera applications, as well as new features for Apple Watch and Vision Pro.
However, writes Reuters, despite the pressure to compete with the companies that bet everything on AI, Apple's artificial intelligence ads have been limited to minor functions and updates, the AI being clearly set up.
Apple had revealed its grand plans for “Apple Intelligence” last year, but in 2025 it adopted a more discreet approach, without spectacular ads,
There were some news though. For example, application developers will be able to create for the first time to create tools and functions using Apple's large linguistic models.
The examples offered refer to the real-time translation of the conversations and to encourage those using Apple Watch to do more sports, through a “workout Buddy” (a virtual training partner) that offers motivational messages based on vital signs and data on the user condition.
Analysts write that a great disappointment is about the fact that the ads about a great assistant Siri have been missing, an update that would allow him to interact with the applications and learn more about the user's habits and history.
At last year's WWDC edition, Apple announced a series of AI for Siri updates, meant to make the virtual assistant more friendly and dynamic. Many of those functions have not yet been launched, despite Apple's explicit commitments, writes Guardian. Why did postponements appear?
“This project took more time to reach our high quality standards,” explained Craig Federigh, Apple Vice President for Software Engineering recently.
