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.

At today's WWDC 2025 keynote event, Apple unveiled a new design that will inform the next decade of iOS, iPadOS, and macOS development,

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 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 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,

Apple announced on Monday a slew of artificial intelligence features including opening up Apple Intelligence's underlying technology in a modest update of its software and services as it lays the groundwork for future advances.

Apple’s new additions this year include a wrist-flick gesture to dismiss a call and a personalized Workout Buddy to tell you when you “crushed it.”