New Apple Tech Unleashed At WWDC 2025

In this Tech Insight, we look at how Apple used its annual WWDC event to unveil some major software updates, a striking new Liquid Glass design, and expanded AI tools for developers across its platforms.

Focus on New Website Features and Developer Tools

Held at Apple Park in Cupertino, California, WWDC 2025 brought developers and media together for the company’s yearly June event. As expected, the focus was on new software features and developer tools rather than hardware. The announcements spanned iOS, macOS, watchOS, visionOS, tvOS and iPadOS, alongside incremental upgrades to AirPods, CarPlay and Apple Wallet. However, while some Apple Intelligence features were expanded, Siri was notably absent, raising questions about Apple’s positioning in the increasingly competitive AI market.

Introducing ‘Liquid Glass’ Design and a New Naming Convention

One of the standout changes announced at WWDC 2025 was Apple’s complete visual overhaul of its operating systems. A new design language called Liquid Glass will replace the current aesthetic across iOS, iPadOS, macOS and visionOS.

The new interface uses semi-translucent, reflective elements that respond to lighting and context, creating what Apple describes as a more immersive and natural user experience. Context menus, alerts and backgrounds now blend with the device’s environment. Apple confirmed that this marks the most significant visual shift since iOS 7 back in 2013.

Alongside this, Apple also announced it would abandon sequential numbering for its OS versions. Instead, the 2025 releases will all carry the year in their names. This means users will see iOS 26, macOS 26 (also known as macOS Tahoe), watchOS 26, and so on.

Apple Intelligence Expands, but Siri Delays Raise Concerns

Apple made several announcements about its Apple Intelligence initiative (first introduced at WWDC 2024). This year, the company extended AI features to more apps and functions, positioning privacy-friendly on-device intelligence as a central part of the user experience.

Visual Intelligence Enhances Screen Awareness

A key update is Visual Intelligence, an AI tool that analyses screen content and lets users interact with what they’re viewing. For example, users can tap on a photo of a restaurant and get more details via Google, ChatGPT or supported apps. It can also detect events and suggest adding them to the calendar, automatically extracting date, time and location information.

Live Coaching, Translation and Smarter Shortcuts

It seems that Apple Watch users will be getting a new AI-powered workout coach called ‘Workout Buddy’. It uses personal fitness history and real-time performance data to deliver motivational voice feedback during exercise. Also, ‘Live Translation’ enables real-time, on-device translations across Messages, FaceTime and phone calls, displaying captions or speaking translations aloud depending on the context.

Apple’s Shortcuts app has also been upgraded. For example, users can now add intelligent actions, such as text summarisation or image generation, powered by Apple Intelligence. These can be run entirely on-device or use Apple’s Private Cloud Compute when needed, preserving user privacy.

Developers Gain Direct Access to On-Device Models

In what could be described as quite a significant shift, Apple announced the Foundation Models framework, giving developers access to its on-device large language model. For example, with native Swift support (developers using Apple’s language to build apps easily), apps can now integrate Apple Intelligence features like summarisation or natural language commands using as little as three lines of code.

As highlighted by Craig Federighi, Apple’s Senior Vice President of Software Engineering: “Now, the models that power Apple Intelligence are becoming more capable and efficient, and we’re integrating features in even more places across each of our operating systems.”

Siri Upgrades Still Missing in Action

Despite the expanded AI rollout, many attendees had been expecting a major upgrade to Siri. Instead, Apple confirmed delays to its next-generation voice assistant. Federighi admitted that the improvements had not reached the level of reliability Apple wanted, saying: “We weren’t able to achieve the reliability in the time we thought.”

This absence was widely noted and may add pressure to Apple’s position in the AI race. For example, while competitors like OpenAI, Google and Microsoft continue to push forward with conversational agents, it seems that Apple’s flagship assistant remains largely unchanged for now.

iOS 26 Brings Visual Overhaul and AI Features

iOS 26 was positioned as Apple’s flagship release, introducing Liquid Glass and a more adaptive Lock Screen and Home Screen experience. Key additions include contextual widgets, smarter Spotlight search with task-aware results, and updates to Messages such as AI-suggested polls and live translation. There are also enhanced privacy controls and accessibility tools.

A redesigned Control Centre and greater customisation options round out the update. Users can also activate features like Visual Intelligence directly from the Action button or screenshot shortcuts.

Also, Apple’s new child safety features will now require parental approval before children can communicate with new contacts, reflecting growing concern over online safety. Developers will also have access to a new ‘PermissionKit’ to implement similar controls within their apps.

macOS 26 ‘Tahoe’ and Spotlight Upgrades

The macOS 26 update, codenamed Tahoe, brings the Liquid Glass interface to Mac alongside new Spotlight functionality. Users can now trigger app actions directly from Spotlight, such as playing music, starting a workout or adding tasks to Notes.

The new theme options and improved menu navigation are designed to appeal to productivity users, while the expanded Shortcuts integration introduces AI-generated actions. macOS Tahoe will also be the last major version supported on Intel-based Macs, marking the end of an era as Apple completes its transition to Apple Silicon.

Multitasking Redefined on iPadOS 26

iPadOS 26 delivers a long-awaited overhaul to multitasking. For example, Apple says that users can now resize app windows more freely and reposition them anywhere on the screen, bringing the iPad experience closer to macOS. Developers will have to opt in to support the new features, but the system is reportedly intuitive and flexible.

Other changes include the arrival of the Journal app on iPad, new Apple Pencil features for image markup, and enhanced export options for creative users. Also, preview tools now allow users to inspect and annotate files more like on desktop platforms.

Vision Pro Gains New Accessories and Software Updates

visionOS 26, Apple’s latest operating system for its Vision Pro headset, brings new spatial widgets and easier profile switching to the headset. Apple also confirmed compatibility with the PlayStation VR2 Sense controller and a new Logitech Muse stylus. These accessories are intended to boost adoption of the device among gamers, designers and engineers.

Also, it seems that Persona avatars, previously criticised for their unnatural look, have been refined to look more realistic, while support for more third-party input devices reflects Apple’s efforts to expand the Vision Pro’s ecosystem.

watchOS 26 and tvOS 26: Subtle but Useful Enhancements

Apple also announced that as part of watchOS 26 (an update for Apple Watch), the Liquid Glass update introduces the Workout Buddy AI feature for real-time coaching. A new flick gesture enables users to interact with the watch without touching the screen, improving accessibility.

Also, tvOS 26 now focuses on usability, introducing faster profile switching, a sleeker interface and a karaoke feature. AirPods also now gain studio-quality audio recording and camera remote capabilities, making them more useful for content creators and on-the-go users.

New Apps and Smaller Updates

Apple also announced a new dedicated Games app for iOS and iPadOS. The app functions as a hub for tracking achievements, joining challenges and inviting friends to multiplayer sessions. Social features like “Play Together” aim to make gaming more collaborative on Apple platforms.

Apple Maps now uses on-device learning to suggest commute-based routes, while Apple Wallet will summarise delivery and tracking updates using AI. Podcast users can now listen at up to 3x playback speed, and News gains a new emoji-based trivia game.

Developer Tools and Global Expansion

A key announcement for developers was the expanded access to Apple’s foundation models. For example, developers can now build AI features directly into their apps using the on-device model, without relying on external APIs. The models support Swift and include built-in tools like tool calling and guided generation.

Apple also confirmed that Apple Intelligence will expand to eight more languages later this year, including Danish, Dutch and Turkish, with availability dependent on local laws and device compatibility.

A New Generation of Experiences?

After trailing behind rivals on AI, it seems that at this year’s WWDC, Apple doubled down on privacy-focused, on-device intelligence that integrates directly into apps and workflows. By opening up its core models to developers, it may be hoping to spark a new generation of experiences that differentiate its ecosystem.

For users, the changes are mostly evolutionary but important, particularly the design refresh, privacy-conscious AI tools, and new multitasking capabilities. However, the delay to Siri’s upgrade leaves a visible gap in Apple’s response to competitors like Google Gemini, OpenAI’s ChatGPT and Microsoft Copilot.

While Apple’s privacy model and integration strengths remain core advantages, some commentators have noted that many of the features shown at WWDC 2025, e.g. call screening, image generation and real-time translation, have been available on Android or third-party platforms for some time.

As Apple seeks to reassert itself in the AI space while maintaining its reputation for design and reliability, this year’s announcements appear to generally reflect both ambition and caution. It’s likely that the next 12 months will be critical in determining how far the company can evolve its AI strategy, and how willing users and developers are to embrace it.

What Does This Mean For Your Business?

The real test for Apple will be whether these updates deliver meaningful, seamless experiences in day-to-day use. While the Liquid Glass redesign brings a striking new aesthetic, and the Apple Intelligence features promise more contextual support, much depends on how consistently and reliably they perform across devices. The fact that developers now have access to Apple’s on-device models is likely to accelerate the creation of tailored, private AI experiences. For UK businesses, this opens up potential for more secure, integrated tools across sectors such as retail, healthcare, and finance, especially for those already embedded in Apple’s ecosystem.

However, questions remain about how quickly these new capabilities can reach mass adoption. With many features still in beta and some dependent on specific hardware or language settings, rollout may be uneven. Apple’s slower progress on Siri is also a strategic concern. In a market where AI-powered voice interaction is fast becoming a standard expectation, its absence puts Apple at a disadvantage, particularly in the enterprise and productivity space where hands-free interaction can offer real operational value.

Apple’s emphasis on privacy and on-device processing is clearly intended to differentiate it from AI competitors who rely heavily on cloud-based models. This may appeal strongly to consumers and businesses alike, particularly those facing increasing regulatory pressure around data handling. Even so, Apple will need to keep pace on usability and innovation if it wants to remain a leader in AI-enhanced computing.

As other players race ahead with chatbots, copilots, and custom models, Apple has opted for a slower but arguably more sustainable approach. Whether this proves to be a strength or a missed opportunity will depend not just on technical progress, but on how well it can support developers, reassure users, and turn these tools into something people actually want to use every day.