But as WWDC 2025 approaches, the stakes feel dramatically higher than usual. With tech giants like Google, Microsoft, and OpenAI sprinting ahead in artificial intelligence, the pressure is on Apple not only to catch up—but to prove it still belongs in the conversation.

Commentary: Apple's AI tech fell short of what it promised, but the company is a master of message. Will it acknowledge, ignore or be playful about how it talks about it?

A glass-like user interface, Mac-like iPads, AI-boosted battery management, Gemini at the ready, and more: What to expect at Apple’s big event on Monday. Apple’s annual Worldwide Developers Conference begins this Monday,