Hosted and livestreamed on June 9th at the WWDC 2025, Apple gave us some information about the new iPhone 17, the new iOS 19, which will bring new optimizations and customization for all their platforms (MacBooks, iPads, iPhones, and iWatches).

“As you know, WWDC is a special time of the year and an important moment for us to celebrate our global developer community.”-Apple's Vice President of Worldwide Developer Relations, Susan Prescott. 

Apple's major announcements at its annual developer conference over the past two years have signaled significant changes—most of which have proven to be unsuccessful. In 2025, the tech company is desperately in need of a victory (like more advances for AI and more money for research).

This shows how complicated things have gotten and how these “Big changes” have affected Apple's products' performance. These issues largely stem from glitches in new operating systems, stalled artificial intelligence (AI) initiatives, and the failure of some new or revamped hardware features.

“Siri was a huge deal when it first launched back in 2011, because it was a whole new way to interact with your iPhone. This was actually a pet project of Steve Jobs before Apple acquired the company”.- James Allworth.

The big announcements of the previous two years—the Vision Pro headset and Apple Intelligence AI tools—failed to live up to expectations. Based on analyst reports and user feedback, neither the Vision Pro headset nor Apple Intelligence lived up to their initial hype due to problems with high cost, limited utility, disappointing features, and a perception of lagging behind competitors.

And that still doesn’t compensate for the high price of every Apple product through the years, going from 599$ to 1,999$ for high-end, almost short battery lifespan products with overheating batteries. 

Last year’s iPhones had heating problems that could cause burns to people's hands and feet while they were in bed, due to performance issues.

“Apple needs help. While iPhone sales have been strong, as Apple’s most recent earnings report indicated in July, consumers are only upgrading when they feel new features are worth it — and that’s happening less often now, according to market research firm Consumer Intelligence Research Partners,”- said CNN Business.

2025 was a mess for Apple and other tech companies (Amazon, Microsoft, Google, Salesforce, IBM, Intel, and Cisco) as well, with new policies, laws, and tariffs. Brands that used to be affordable are now super expensive, and stores keep going bankrupt for not keeping their values left and right from rising operational costs and increased competition. But still, it’s all in the hands of who’s responsible for our government now.