Apple’s AI Push Falls Flat with Developers Amid Mounting Tensions

Apple’s AI announcements at WWDC 2025 have drawn a muted response from developers, signaling waning enthusiasm for what was once the industry’s most anticipated event. Despite launching new on-device AI capabilities under the “Apple Intelligence” banner, developers say the offerings fall short of expectations.

“At this point, it just doesn’t feel game-changing,” said Atul Kakkar of Origin. Grant McDonald of Bobo echoed the sentiment, calling the updates “incremental” rather than innovative.

While the broader tech landscape rapidly evolves with breakthroughs from OpenAI and Google, Apple appears to be playing catch-up. Its AI tools, still in early stages, have yet to deliver the seamless developer experience or end-user impact many hoped for.

Compounding the challenge is growing developer discontent over Apple’s ecosystem control. A recent U.S. court ruling now allows developers to direct users to external payment systems, threatening Apple’s lucrative App Store commissions. Regulatory pressure for more openness—mirroring Europe’s DMA—is gaining traction in the U.S., raising questions about Apple’s long-term grip on app distribution.

As rivals like OpenAI explore hardware integration, Apple must quickly refine its AI strategy and developer support or risk losing its innovation edge and developer goodwill.