Tim Cook, the CEO of Apple, delivered a speech at the Apple Worldwide Developers Conference (WWDC) on June 9, 2025, in Cupertino, California. During the keynote address, Apple unveiled new artificial intelligence features. These included live translation, visual search, and a workout assistant, which are available in testing versions. Apple Intelligence will also be integrated into Reminder, Messages, and Apple Wallet applications.
Craig Federighi, Apple’s senior vice president of Software Engineering, emphasized the progress made in providing users with helpful, relevant, and user-friendly intelligence that respects privacy. He highlighted the enhanced capabilities and efficiency of the models powering Apple Intelligence, with features now being integrated into various operating systems.
Additionally, Apple announced its decision to open its large language model to third-party developers. This move will allow app developers to leverage Apple Intelligence for creating intelligent experiences that protect user privacy and are accessible offline, utilizing AI inference at no cost.
Federighi hinted at upcoming updates to Siri later in the year. The implementation of AI features will involve extending the visual search feature, known as visual intelligence, to screen-based applications using device cameras. Users will be able to seek information and identify similar images or products through ChatGPT, as well as add events to their calendar directly from images displayed on their screen.
The live translation feature will provide automatic translations for messages, generate translated captions on Facetime, and offer audio translations during phone calls. The “Workout Buddy” feature will analyze workout data and fitness history to inspire users in real-time, accessible on Apple Watch with an Apple Intelligence-supported iPhone and Bluetooth earbuds.
Further applications of Apple Intelligence include categorizing relevant actions in Reminders, summarizing order tracking details from emails in Apple Wallet, and suggesting polls in Messages threads.
Apple aims to enhance its AI capabilities by opening the Foundation Models to third-party developers, signaling efforts to expand intelligent experiences across everyday apps. This strategic move is intended to help Apple compete more effectively in the artificial intelligence market.
While progress on AI developments has been relatively slow, Apple’s commitment to innovation remains strong, navigating challenges in the evolving tech landscape. Collaborations with companies like Alibaba for AI in China have been delayed due to external factors, such as the tariff standoff led by President Donald Trump.
According to analyst Dan Ives, there is a growing belief within China and beyond that a collaboration between Apple and Alibaba in the field of artificial intelligence is likely to occur. The news was shared with investors on Monday, June 9.
Craig Moffett, co-founder and senior analyst at MoffettNathanson, described the market reaction to the announcement as subdued. He remarked that Apple met the low expectations set for the event, stating, “They did pretty much what everybody expected.” The primary concern remains the source of future growth for the company.
During the WWDC event, Apple’s stock dropped by over 1%, falling from an opening price of $204.39 to below $202.
In late December 2024, Apple’s stock soared to $259 following a period of strong iPhone upgrades. However, a few weeks after announcing a delay in artificial intelligence upgrades to Siri until 2026, shares fell to $172 in April 2025.
For more information on the newly announced Apple Intelligence features for Messages and other updates, refer to the original article on USA TODAY.
