Jason Snell on WWDC 2025: ‘Apple Intelligence Shifts Gears’

Jason Snell:

After last year, Apple could’ve been forgiven for wanting to soft-pedal this year’s Apple Intelligence announcements and regroup. It didn’t do that, nor did it double down on last year. Instead, it’s chosen a middle ground — a bit safe and familiar but also a place where Apple can feel a bit more like itself. In the long run, it needs to get this right. In the short term, maybe it should focus on meeting its users where they are, rather than pretending to be something it’s not.

Agree with Snell’s take completely, I do.

★ Thursday, 12 June 2025