Apple  (AAPL)  seems stuck in this dilemma but also faces significant pressures outside AI. Apple's costs are rising due to tariffs.President Trump's threat of a 25% tariff on iPhones not manufactured in the U.

Apple CEO Tim Cook (L) and Senior Vice President of Software Engineering Craig Federighi greet the audience during the Worldwide Developers Conference on June 09, 2025 in Cupertino, California. The annual conference, which runs through June 13, includes design and fuctionality announcements for Apple's various products.

Apple often uses its annual WWDC to launch major new products. That probably won't happen this year. Instead, people will zoom in on its weak spots.

Apple announced Liquid Glass on Monday for all of its devices at WWDC 2025. Perhaps the most noticeable thing about it is that app icons, tab bars, and even the text magnifier you’ll see when you hover over words feel, well, liquid-y and glassy.

Apple announced Games, a new preinstalled app for iPhone, iPad, Mac computers and Apple TV boxes -- showing a greater commitment to the video game industry than ever before.The Games app will provide a streamlined App Store experience for gamers using Apple devices,

Liquid Glass design, Apple Intelligence APIs, and visionOS 26 tools highlight Apple’s 2025 State of the Union for developers.

Key Takeaways Apple shares rose slightly Tuesday after losing ground the previous session following announcements from the company at its developers conference that failed to impress investors. The iPhone maker unveiled several AI-related improvements with iOS 26,

Striking a balance between speed and caution, and ambitious and realistic is difficult. Apple may have just nailed it.