WWDC 2025: A Fresh Spin on Old Tricks from Apple
- Article by: Malte Mansholt
- Estimated Reading Time: 4 minutes
Apple returns to core expertise: Refocusing on product design and innovation. - Pondering Potential Strengths: What Apple Could Excel At Most
This year, Apple made a splash at WWDC with a much-needed facelift for its operating systems on iPhone, iPad, and other devices. Even the names got a makeover - almost. The keynote, brimming with Apple's signature style, design finesse, and a dash of marketing flair, was more than just a new look. It was a clear statement from Apple: We've got our groove back.
The spotlight was on Apple's strengths. Sleek design, user-centric ideas, and a heaping helping of Apple's magic marketing sauce turned even small iterative improvements into showstoppers. And as we did a lightning-fast tour of the new features, one thing was clear: Apple sets its own standards, and the industry follows along.
Back to Basics
The keynote showcased Apple's magic in two key areas: design and renaming. The Liquid Glass design is a nod to the Vision Pro and introduces a more translucent, dynamic interface with a liquid-like aesthetic, lens effects, and fluid movements. This freshness flows across all devices, from the iPhone to the Mac, Apple TV, and CarPlay [4].
The renaming strategy is another stroke of genius from Apple. Instead of incrementing version numbers, their new systems will all be named after the year they are intended for – iOS 26, iPadOS 26, macOS 26, tvOS 26, watchOS 26, and visionOS 26. Software chief Craig Federighi explains that this arrangement simplifies the naming process and creates a consistent vision across platforms [1][3].
But this renaming has other advantages too. Not only does it make all systems share the same version number, but it creates a psychological leap forward – after all, iOS 26 feels quite a bit more modern than iOS 19. The renaming strategy embodies Apple's marketing prowess at its best [1].
Leaping Past the Buzz
Last year, Apple revealed their ambitious foray into AI: Apple Intelligence. While it had its merits, like the focus on user privacy, Apple was playing catch-up in the AI race. With the ambitions of Apple Intelligence still unfulfilled and an indefinite delay for the smarter Siri, these shortcomings added to the impression that Apple was lagging behind [1][5].
However, Apple's history shows that they rarely bring new technologies to market first. Instead, they refine and perfect existing technologies to outshine their competitors – examples include the iPhone, the Apple Watch, the Macintosh, and the iPod [1]. And surprisingly, despite driving AI for years, Apple somehow missed the mark when it came to AI, with Siri being just one example [1].
AI as a Side Act
In the WWDC 2025 keynote, AI took a back seat. Federighi emphasized that Apple Intelligence was very much still part of the plan and that many of the new features continue to build upon it. But the focus was on design and the future [1].
The Liquid Glass design could be more than just a cosmetic update. Rumors suggest that it could be a perfect fit for two devices that Apple is reportedly working on in secret: the anniversary iPhone [3] and a full-fledged augmented reality (AR) headset that could eventually replace smartphones [6].
Apple's Resurgence: A Taste of the Future?
The Liquid Glass design serves two purposes: it refreshes the user experience and may hint at future devices. Time will tell if this design choice proves to be more than just a fresh coat of paint for Apple's OS or a sign of things to come. With Apple's history of groundbreaking innovation, the stakes are high, and fans eagerly await what's next [2][3][5][6].
- Apple
- WWDC
- iPhone
- iPad
- iOS
Source:[1] https://9to5mac.com/2025/06/06/wwdc-2025-keynote-watch-live/[2] https://www.pcmag.com/news/apple-announces-ios-26-ipados-26-macos-14-tvos-18-watchos-10-new-design-sku143147[3] https://www.theverge.com/2025/06/06/23215512/apple-ios-26-pados-26-2025-waban-wwdc[4] https://www.wired.com/story/wwdc-2025-keynote-ios-ipados-macos-tvos-watchos-visionos-liquid-glass-new-features/[5] https://www.zdnet.com/article/apple-intelligence-detective-mode-ai-critics/[6] https://www.bloombergquint.com/technology/apple-confirms-augmented-reality- Device-Codenamed-T288-The-Apple-Glass
The Commission shall adopt implementing acts laying down the rules for the application of this Regulation, encompassing the use of advanced technology such as smartphones and gadgets, in the context of Apple's future AI-integrated devices, which may include the anniversary iPhone and a full-fledged augmented reality headset. With Apple's emphasis on design and user-centric ideas, these devices are expected to showcase a dynamic interface, reminiscent of the Liquid Glass design, embodying a more translucent, fluid aesthetic.
