After attending Apple’s WWDC 2025 keynote, there is a sense of disappointment due to lackluster announcements and minimal innovations. While some updates were nice, they did not feel groundbreaking. The anticipation now turns toward the iPhone 17 launch in September, which needs to deliver something exciting to boost Apple’s momentum following a muted show.
I just finished watching Apple’s WWDC 2025 keynote, and I must admit, my excitement level was pretty low. Even with all the buzz surrounding the new “Liquid Glass” design language, I left feeling underwhelmed. In fact, I cannot remember a time in my 14 years as a tech journalist when an Apple keynote felt this lackluster. As we look ahead to September, the iPhone 17 launch really needs to shake things up.
To clarify, Apple did not totally miss the mark with their announcements today. I mean, some of the changes, like the new Liquid Glass design akin to Windows Vista, did give iOS a bit of a fresh vibe. However, it was not revolutionary; it will not transform how we use our phones. Giving iOS a refresh is good, but it needs to be more engaging than just a surface-level change.
There were features announced that caught my attention, like the call screening tool and a screenshot search function utilizing Apple’s Visual Intelligence. But honestly? They felt like just copies of Android’s tools, which is, well, not a thrilling revelation. The same goes for the glossy icons coming to TVOS and the new pointer in iPadOS. Even Craig Federighi, Apple’s Senior VP of Software Engineering, seemed to realize the limitations of their presentation with his quip, “A pointier pointer? Who’d have thought!”
The newly introduced iPadOS windows are nice, but they were one of the few highlights for me. I perked up when Apple announced a new Games app, expecting exciting new platforms or enhancements in Apple’s Metal graphics engine. Ultimately, it turned out to be a mere tool for viewing games and friends’ high scores. That really felt like a letdown.
So, where do I go from here? Well, I find myself looking toward September and the iPhone 17. It absolutely needs to be spectacular, and not just for my sake—as Apple seems to be in desperate need of a strong comeback. The 16 model is solid, but its most notable feature—a new camera button—doesn’t inspire much excitement.
Last year, we were introduced to Apple Intelligence, but it hasn’t really met expectations. Federighi mentioned we’d hear more about updates “in the coming year,” but frankly, that’s just not enough. Apple is in need of a win, plain and simple.
Rumors about the iPhone 17 suggest enhanced cameras with features aimed at creators. There’s talk of a slimmer iPhone Air set to compete with Samsung’s Galaxy S25 Edge. As thrilling as the prospect of a foldable iPhone might be, it seems unlikely we will see that anytime soon. Regardless, it would have made for a much more exciting presentation during an extended keynote.
Perhaps I am being overly critical, or maybe I am simply jaded after so many years covering Apple’s events. The keynote kicked off at 6 p.m. my time in the UK, and I would be lying if I said that did not add to my grumpiness about missing dinner. Yet, I cannot shake off the feeling that Apple needs to step up its game, beyond just style and truly bring some substance to their flagship announcements.
