WWDC 2025 is live – and as expected, it’s all about AI this year. But Apple wouldn’t be Apple if they simply covered the topic with a few buzzwords. Instead of a big show and cloud dependency, the focus is on deep system integration, local processing and full control for users.
Artificial intelligence is not sold as an extra, but as the basis for a smoother, more intuitive user experience. No flashing “Activate AI” buttons, but smart functions that work in the background and simply work.
The following blog article summarizes the five most important innovations.
What is behind Apple Intelligence?
With “Apple Intelligence”, Apple is opening up its new on-device AI to third-party providers for the first time – a remarkable step. Developers are given direct access to the local language model, which runs entirely on the device. In concrete terms, this means no server queries, no waiting times, no dependence on the cloud. Everything happens locally, quickly and in a data protection-friendly way.
This brings tangible benefits for users. Responses are provided in real time, without delays or visible loading processes. At the same time, data protection remains untouched – sensitive data does not leave the device. And because the AI is integrated directly into existing apps, the user experience remains consistent throughout, with no breaks in the interface or switching between tools.
For developers, this is more than just a nice feature. It is the opportunity to integrate AI functionality deeply and natively into their own apps – without having to rely on external APIs, internet connections or cloud providers. This not only increases performance, but also creates trust among users. Above all, however, it shows that Apple does not see AI as a gimmick, but as a solid foundation for the next step in app development.
ChatGPT integration in the operating system
Apple is taking a significant step forward with the integration of ChatGPT in the operating system – with the express consent of the users:
- The link allows ChatGPT to be integrated directly into everyday life, without detours or separate apps. Users can ask questions about any visible content on the screen – be it a product image, a calendar entry or an open website.
- This is particularly exciting in creative tools, where ChatGPT uses its capabilities to generate new image styles or provide fresh ideas. This opens up completely new possibilities for quick creative output directly on the device.
- What clearly sets Apple apart, however, is data protection: there are no silent uploads of image or text content. Every data transfer only takes place with the explicit consent of the user. Apple is therefore committed to transparency and control – quite unlike many other providers who often collect data in the background.
Overall, this is a clear change in strategy: Apple is relying on external AI for the first time, but is not relinquishing control and is making its use optional. This should suit many users who want to use AI, but not at the expense of their data.
Live translations by AI
With iOS 18, Apple is introducing a new function that offers real added value in everyday life: Live translations in real time. Whether text or speech – the AI-supported translation runs automatically in the background, adapted to the context depending on the app.
- FaceTime conversations are translated live as spoken language.
- In Messages, incoming messages are displayed directly translated without you having to actively do anything.
- The technology even works for traditional calls: both parties can speak in their own language and the AI translates in parallel.
The whole thing is reminiscent of science fiction – but is now a reality. Especially when traveling or working internationally, the iPhone can become a real universal translator.
The highlight: the processing runs locally on the device, which not only speaks for data protection, but also for speed. Latency is low, conversations seem natural and there are no annoying pauses. Apple demonstrates how AI enhances everyday communication—not as a gimmick, but as a practical, meaningful tool. And it all works without having to click through menus or install language packs.
Cross-platform AI upgrades
Apple integrates AI as an integral part of its platforms – deeply embedded and largely invisible. Windows intelligently adapt to the usage context, automatically scale, and dynamically rearrange content based on user activity.
visionOS 26 is also continuing along this path. With “Persistent Spatial Widgets”, information stays where you need it: firmly anchored in space and dynamically adapted to your movements. This doesn’t make operation seem futuristic, but suddenly quite natural.
Even the AirPods get an AI upgrade: camera control via head movement or gestures – no screen required, no buttons.
The idea here is for technology to take a back seat and support people without pushing itself to the fore. Interaction becomes more fluid, more natural, almost incidental.
So Apple doesn’t want you to have to think about AI. It should simply work – and that could be the decisive advantage in the long term.
What does Siri do?
Siri hardly played a role at WWDC 2025. The expected major upgrades—smarter, more context-aware, and more conversational—didn’t materialize or were ultimately delayed. Why? Apple is apparently pursuing a different approach.
Apple has shifted from building a central personal assistant to embedding intelligence exactly where it matters—in apps, system functions, and the user interface. No AI avatar, no omnipresent voice, but contextual help that works in the moment without you having to “call it up”.
This is a clear change of strategy: less show, more function. Siri is not disappearing, but it is moving into the background. Apple calls this “Apple Intelligence” – and the direction is clear. The AI is there, but it doesn’t appear. It works with the flow, not against it.
Conclusion: How is Apple now integrating AI?
Apple recognizes the opportunity of AI and is adapting new developments. But they are approaching the topic differently to other companies. There is no overloaded show, no cloud compulsion. Instead, local processing and deep integration into the platforms offer clear control over what happens. This is exactly what sets Apple apart from the rest.
The opening towards developers is particularly exciting: anyone who wants to build their own AI features now has the right foundation. Combined with the cross-platform strategy, the result is a system that is not only technically sound, but also sustainable in the long term.