Apple's big summer event is tomorrow. WWDC 2025 is a 'critical opportunity' for the iPhone maker.
Apple is limping into its big summer event this year.
The iPhone giant is setting the stage for its Worldwide Developers Conference — its annual software-focused event that Apple fanatics and investors alike look forward to.
On Monday, developers will descend on Apple's campus in Cupertino, California, where CEO Tim Cook and other executives are set to debut their famous keynote. The event has become known for exciting product reveals, such as the Apple Vision Pro headset and a sneak peek at the latest version of its iPhone operating system, iOS.
This year, however, Apple will have three elephants in the room on its big day: biting China tariffs, an already-behind-schedule Apple Intelligence, and questions around the company's long-term vision for its hardware.
Forrester analyst Dipanjan Chatterjee doesn't expect much fireworks.
"The WWDC announcements will be relatively incremental and muted, perhaps except for a likely visual design overhaul of the user experience," Chatterjee told Business Insider.
In 2024, Cook and Co. introduced the world to Apple Intelligence, Apple's play on artificial intelligence. It built an iPhone around the AI. Nearly a year later, Apple Intelligence hasn't lived up to analysts' expectations for driving more iPhone upgrades.
Apple delayed its promise of a more personalized Siri, which was showcased at WWDC 2024. In April, the company told the unaffiliated Apple blog Daring Fireball that it would take "longer than we thought" to be ready for release.
Monday is a "critical opportunity" for Apple to address key questions about its AI, such as where its roadmap for Apple Intelligence is headed, said Gadjo Sevilla, analyst at EMARKETER, a sister company to BI.
"The company's AI transition has been fraught with delays and the company's inability to showcase its own AI capabilities," Sevilla said.
Apple's terrible, horrible, no good start to 2025
Apple hasn't had the easiest start to 2025.
The company has been raked by legal battles involving its app store, unpredictable tariff announcements that caused a supply-chain scramble, and ongoing challenges in China, a key region for iPhone sales and manufacturing.
During Apple's earnings call in early May, Cook told investors to expect $900 million in tariff costs in the June quarter.
Then, on May 23, President Donald Trump said iPhones produced outside the US would face a tariff of at least 25%. Analysts previously said shifting iPhone production away from countries like India and China to the US could take up to 10 years and cause iPhone prices to skyrocket.
Chatterjee said these tariff changes could have "grave consequences" for the company.
Apple also suffered a major setback last month in its yearslong court battle with Epic Games. A judge ruled that it will no longer be able to collect a 27% fee from US developers who direct users to make purchases externally.
As a developer-focused event, WWDC could be an opportunity for Apple to smooth things over with app builders.
"This is Apple's chance to mend ties with developers frustrated by its restrictive ecosystem and high fees," Sevilla said.
Apple didn't respond to a request for comment by Business Insider.
Meanwhile, OpenAI, which partnered with Apple last year to bring ChatGPT to Siri, recently tapped Apple's former design lead Jony Ive to work on wearable AI hardware. Ive famously worked closely with the late Apple cofounder, Steve Jobs, to design some of the company's most iconic gadgets before leaving the company in 2019.
Apple was notably late to the AI game. The recent OpenAI hire has analysts concerned that Apple's position as a frontrunner in innovation is slipping.
"This raises expectations for Apple to counter with its own AI innovations — especially since the narrative of the 'next big thing' happening outside Apple, led by its former star designer, is one the company will likely want to dispel," Sevilla said.
Apple has a key advantage in the AI race, however — a massive, global distribution channel for its software. After all, the iPhone is the most popular smartphone in the world.
The tech world will be watching to see if Apple makes moves at WWDC to course-correct after its stumbles in AI over the last year.
Business Insider will be liveblogging Cook's WWDC keynote, which kicks off Monday at 1 p.m. ET.
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Apple is about to answer a burning question about its future
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In 2022, reports surfaced that scammers were impersonating Meta and sending phishing emails to users. One such email used a clean layout with minimal text. It avoided the usual scare tactics and stuck to a simple message. But that is not always the case. A common red flag in phishing attempts is the tendency to overload the email with unnecessary details. These messages often include cluttered formatting, excessive explanations and an increasing number of typos or design errors. One phishing email simply gets to the point: Someone tried to Iog into Your Account, User lD A user just logged into your Facebook account from a new device Samsung S21. We are sending you this email to verify it's really you. Thanks, The Facebook Team What's concerning now is that poor grammar is no longer a reliable sign of a scam. Thanks to AI, even those with limited English skills can write emails that sound polished and professional. 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For instance, a legit Google security alert might say, "We detected a login from a new sign-in to your Google Account on a Pixel 6 Pro device. If this was you, you don't need to do anything. If not, we'll help you secure your account." It may include a "Check activity" button, but that link always redirects to a address, and it won't prompt you to reenter your password via the email link. Similarly, Apple notes it will never ask for passwords or verification codes via email. 1. Don't click any links or attachments and use strong antivirus software: Instead, manually log in to the real site (or open the official app) by typing the URL or using a bookmarked link. This guarantees you're not walking into a scammer's trap. The FTC recommends this: if you have an account with that company, contact them via the website or phone number you know is real, not the info in the email. The best way to safeguard yourself from malicious links that install malware, potentially accessing your private information, is to have antivirus software installed on all your devices. This protection can also alert you to phishing emails and ransomware scams, keeping your personal information and digital assets safe. Get my picks for the best 2025 antivirus protection winners for your Windows, Mac, Android and iOS devices. 2. Remove your data from the internet: Scammers are able to send you targeted messages because your data, like your email address or phone number, is already out there. This often happens due to past data breaches and shady data brokers. A data removal service can help clean up your digital trail by removing your information from public databases and people-search sites. It's not a quick fix, but over time, it reduces how easily scammers can find and target you. While no service can guarantee the complete removal of your data from the internet, a data removal service is really a smart choice. They aren't cheap, and neither is your privacy. These services do all the work for you by actively monitoring and systematically erasing your personal information from hundreds of websites. It's what gives me peace of mind and has proven to be the most effective way to erase your personal data from the internet. By limiting the information available, you reduce the risk of scammers cross-referencing data from breaches with information they might find on the dark web, making it harder for them to target you. Check out my top picks for data removal services here. Get a free scan to find out if your personal information is already out on the web. 3. Check your account activity: Go to your account's security or sign-in page. Services like Gmail, iCloud or your bank let you review recent logins and devices. If you see nothing unusual, you're safe. If you do find a strange login, follow the site's process (usually changing your password and logging out all devices). Even if you don't find anything odd, change your password as a precaution. Do it through the official site or app, not the email. Consider using a password manager to generate and store complex passwords. 4. Enable two-factor authentication (2FA): This is your best backup. With 2FA enabled, even if someone has your password, they can't gain access without your phone and an additional second factor. Both Google and Apple make 2FA easy and say it "makes it harder for scammers" to hijack your account. 5. Report suspicious emails: If you receive a suspicious email claiming to be from a specific organization, report it to that organization's official support or security team so they can take appropriate action. You shouldn't have to vet every sketchy email. In fact, your email's spam filters catch most phishing attempts for you. Keep them enabled, and make sure your software is up to date so that malicious sites and attachments are blocked. Still, the most powerful filter is your own awareness. You're definitely not alone in this. People receive these spammy login scares every day. By keeping a cool head and following the steps above, you're already ahead of the game. Have you ever encountered a suspicious email or phishing attempt? How did you handle it, and what did you learn from the experience? Let us know by writing us at For more of my tech tips and security alerts, subscribe to my free CyberGuy Report Newsletter by heading to Follow Kurt on his social channels Answers to the most asked CyberGuy questions: New from Kurt: Copyright 2025 All rights reserved.
