Greetings from San Jose. I’m here to keynote at eBay’s AI Week and to attend the Glance AI event in San Francisco.
You may think Apple’s WWDC 2025 announcements amounted to a big nothing burger. No ChatGPT moment. No live Gemini demo. No shocking AI reveal. Just some slick new UI polish, a few Siri upgrades and a privacy pitch. If that’s your read, you’re not alone, but Apple did offer a bit more under the hood.
Apple Intelligence sounds like brand-management theater. In reality, it is a framework that gives Apple full-stack control of on-device AI. Processing happens locally or in tightly controlled Private Cloud Compute environments. Said differently, Apple is reconfirming its privacy-first principles. This is AI that runs where your photos, messages, and calendars already live. From Apple’s point of view, Google wants your data to feed its machine; Apple wants your data to stay yours.
For developers, the new Foundation Models Framework and system-level APIs let third parties build AI features directly into apps without shipping data to outside LLM providers. This is how Apple believes it will win: tight integration, platform consistency, and tools that work across billions of devices on day one.
Apple’s unified platform means every supported iPhone, iPad, and Mac will speak the same AI dialect. Full Apple Intelligence requires an A17-class iPhone or an M-series Mac or iPad, so older hardware will miss key features. Developer betas are available now, and Apple says the public rollout will arrive this fall with iOS 26 and macOS Tahoe.
Instead of a headline-grabbing reveal, you got the Liquid Glass design language, improved Genmoji creation, new Live Translation, Visual Intelligence search and Image Playground. Rather than a big AI leap, you received an implicit acknowledgment of Apple’s late start (not exactly an apology for being late), an outline of how it plans to catch up, and a pledge that eventually Siri won't suck.
Behind the scenes, the news was more encouraging for developers. Let’s see what ships in the fall.
As always your thoughts and comments are both welcome and encouraged.
About Shelly Palmer
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named he covers tech and business for , is a regular commentator on CNN and writes a popular . He's a , and the creator of the popular, free online course, . Follow or visit .
