Apple stays cautious on AI as rivals race ahead

by | Jun 12, 2025 | E-commerce News

Apple used its WWDC to showcase modest updates to its Apple Intelligence software, while admitting its AI-enhanced Siri still needs more time to meet its standards. The company announced offline AI features for apps and a major iOS redesign called “Liquid Glass,” but offered no major AI breakthroughs. Analysts remain divided on Apple’s slow AI rollout, especially as rivals like Google and Samsung push forward. Apple's stock has fallen 17% this year amid concerns over its AI strategy, strained developer relations, and ongoing geopolitical risks.

Paul Drecksler is the founder and editor of Shopifreaks E-commerce Newsletter, covering the most important stories in e-commerce.

Never miss important e-commerce news

Our weekly newsletter is read each week by 20,000+ e-commerce professionals.

Loading...