On the agenda…

It was quite telling that after the hype and rush of AI product announcements revealed at Google’s I/O Conference last month, Apple took a more measured approach at its annual Worldwide Developers Conference 2025 on Monday (9 June).

One year after the company announced a host of features for its Siri AI assistant that failed to meaningfully materialise – in many cases being delayed to 2026 – Apple didn’t make the same mistake twice. Instead, the tech giant focused on small iterative improvements to its product offer it is confident will work.

Apple Intelligence is clearly still a long way behind its rivals. I doubt anyone at Apple would be bold enough to claim otherwise. But the small suite of product announcements – AI-powered live translations and further integration with ChatGPT – at least offer a step forward that will right some of the damage from last year.