Sabrina Ortiz/ZDNET
Leading up to Apple’s Worldwide Developer Conference (WWDC), people doubted that AI could compete in the AI space. This was exacerbated by reports that Apple’s most highly anticipated feature, Siri 2.0, wouldn’t be released — a prediction that turned out to be true.
Also: The 7 best AI features announced at Apple’s WWDC that I can’t wait to use
Yet at WWDC, Apple’s slew of other AI announcements proved Apple still has skin in the AI game.
Goldilocks approach
Sabrina Ortiz/ZDNET
Apple’s AI strategy went awry when it became overzealous — announcing a highly ambitious feature only to withhold it, frustrating users, especially those who upgraded their phones to the A18 chip just to try it. This completely deviated from the company’s typical strategy: entering the scene after competitors and doing it better. It looks like Apple learned its lesson and is now taking a Goldilocks approach.
What do the best AI features announced at WWDC have in common? They aren’t too ambitious (like Siri 2.0), nor are they too basic (like Genmoji). Many of the strongest features lie in the middle — practical tools everyday users have been yearning for and can use daily to improve their workflows.
A prime example is the update to Visual Intelligence, which allows Apple Intelligence to assist with screenshots, search the web, and use ChatGPT. Apple users have envied Android’s Circle to Search feature for years because it really can help people with everyday inquiries.
Also: Your iPhone will translate calls and texts in real time, thanks to AI
Similarly, the Hold Assist feature lets Apple Intelligence detect when you’re on hold and hold your place for you, alerting both you and the other person on the call when they return. This helps save users hours each day — and it’s feasible to deploy. While it may not be groundbreaking, since it already exists elsewhere, it leverages AI enough to provide practical value. Like Goldilocks’ porridge, it’s neither too hot nor too cold.
Beyond Android duplicates, Apple also launched forward-looking experiences that pushed the envelope further without entering the too-hot-to-deliver zone. A new real-time translation feature can translate text in Messages, as well as audio on FaceTime and phone calls, with a transcript to follow along. Since large language models soared in popularity, translation has been an area in which they excel.
Apple is leveraging this tried-and-true functionality and infusing it seamlessly into its devices — a great example of what Apple does best — taking something that already works and weaving it into its hardware and operating systems (as opposed to trying to invent entirely new AI).
Leveraging the experts, LLMs, and hardware at its disposal
Apple learned another important lesson from last year’s WWDC — leaning on the tools at its disposal. One of its smartest moves was making its on-device model available to developers for the first time. Apple has a loyal and talented developer community that’s likely to hit the ground running with innovative applications on Apple Intelligence, benefiting everyone — Apple, users, and developers.
Also: Apple’s secret sauce is exactly what AI is missing
Similarly, Apple has grown comfortable using powerful tools like ChatGPT within its ecosystem to deliver rich experiences. As mentioned above, the Visual Intelligence update relies on ChatGPT to provide assistance based on your screenshots. Other examples include the Image Playground update, which lets users create more realistic images using ChatGPT’s image generator — a smart move, since critics noted Apple’s previous image generator wasn’t as capable or detailed as others on the market.
(Disclosure: Ziff Davis, ZDNET’s parent company, filed an April 2025 lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.)
Beyond consumer products, Apple is also enabling developers to access powerful AI tools already on the market. Developers can now connect AI models in Xcode, the coding platform for building apps on Apple devices, to receive AI suggestions and assistance while coding.
While this approach differs from native copilots or AI assistant platforms like GitHub’s, it makes sense for Apple not to reinvent the wheel. They don’t need to become the next leading AI research lab — a space where competitors whose sole focus is AI research, such as OpenAI, Anthropic, and Perplexity, have an advantage.
Also: iPhone envy? Five iOS 26 features that Android users already have (and are better)
Apple’s mission should be to give users the best possible experience on Apple devices. The best way to achieve this is by focusing on what it’s known for: capable hardware, privacy, and a unique user interface and design.
With the A18 chipset, Apple has laid the foundation necessary to power advanced AI features. Now, it’s time to open the doors to other companies and developers to accelerate what’s possible on Apple devices.
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