Apple is encountering rising difficulties, extending beyond just the field of Artificial Intelligence. This became evident during CEO Tim Cook’s 2025 WWDC keynote. There exist consumers who seek Apple products that are uncomplicated and non-invasive. Research indicates a widespread skepticism of AI, with 57 percent of individuals perceiving it as a threat to privacy. At the same time, investors are keen on groundbreaking tech products, and despite indications of AI’s constraints, they continue to be optimistic about its possibilities.

Apple seems to be attempting to appease both factions. The keynote included repeated references to “Apple Intelligence,” a rebranding of software services, yet failed to spark enthusiasm regarding its functionalities. While Apple Intelligence upholds privacy by refraining from sending inquiries to the company, this was already disclosed in Cook’s 2024 keynote. Without tackling the threats posed by the data practices of other companies, the mentions of privacy appear ephemeral.

Apple’s updates seemed to prioritize style over substance. The “liquid glass” aesthetic and other characteristics leaned more towards visual appeal than practical use. Currently, tech stocks are swayed by the vision of OpenAI’s Sam Altman, particularly his partnership with Jony Ive on a new device. Apple’s efforts to rival this vision have faced skepticism, evident in the market’s response to the keynote.

For years, Apple’s consumer and investor interests have been aligned, driven by the triumph of the iPhone. However, as markets evolve, Apple’s offerings have become increasingly uniform. Consumers value the durability and dependability of Apple gadgets, yet this consistency necessitates that Cook strive harder to create enthusiasm around minor updates.

The launch of “Liquid Glass” illustrated an example of over-promising, as it is simply a design concept rather than a groundbreaking material. While Apple’s new call screening function holds more significance, it is not an unprecedented innovation. The assorted approach to Apple Intelligence features, such as surveys in group discussions and tracking orders, lacks a unified vision.

Investors are unlikely to feel fulfilled by what seems to be a feeble dedication to AI. Without rectifying misunderstandings about AI, Cook finds himself trapped between conflicting expectations.