4 observations about Apple’s low-key WWDC 2025

At Apple's 2025 WWDC keynote, the company focused on its software platforms, introducing new AI features but not making AI the central theme. This approach differed from Google's I/O keynote, which heavily emphasized AI. Apple instead highlighted its unified design and old features appearing in new places, aiming to give consumers more reasons to own and use its products. The new Liquid Glass aesthetic, reminiscent of older Apple software, brings a glossy and dimensional look across Apple's platforms. The iPad is finally seeing significant changes, adopting Mac-like features such as a menu bar and overlapping windows, which may alter its distinctiveness. VisionOS, Apple's spatial computing platform, is still evolving and may lead to more affordable and compelling experiences in the future. Apple's use of ChatGPT raises questions about whether it's a feature or a stopgap until the company develops its own technology. The WWDC keynote aimed to get consumers excited for the software shipping in the fall, focusing on pleasant products that help users get things done. Overall, the event felt like an act of counterprogramming, with Apple being itself and not trying to lead the AI frenzy.