Last year, Apple’s WWDC keynote highlighted the company’s ambitious strides in AI. This year, the company toned down its emphasis on Apple Intelligence and concentrated on updates to its operating systems, services, and software, introducing a new aesthetic it calls “ Liquid Glass ” along with a new naming convention.

Yep, Google and Microsoft are ahead now, but taking the time to deliver a thoughtful, truly useful AI approach is very Apple, and it's ultimately the right move.

Apple’s WWDC 2025 keynote has already come and gone, but its impact on Apple’s aesthetics, apps, and services is still ringing as loud as the Marimba ringtone on your grandmas