Apple Execs on AI Setbacks: Insights from Federighi and Joswiak at WWDC 2025
In an enlightening discussion at the Worldwide Developers Conference 2025 in Cupertino, WSJ’s Joanna Stern sat down with Apple’s software chief, Craig Federighi, and marketing head, Greg Joswiak, to probe the intricacies of artificial intelligence and the tech giant’s future initiatives. This comprehensive interview delves into the challenges facing Siri, the innovative Liquid Glass redesign, and the ongoing debate between iPads and Macs, offering viewers a glimpse into Apple’s strategic direction as it navigates a complex tech landscape.
Siri’s Struggles and AI Delays
The conversation opens with a candid assessment of Apple’s flagship virtual assistant, Siri. Federighi and Joswiak address the delays in advancements, bearing the weight of expectations set by both users and competitors. They share insights into the obstacles encountered in integrating advanced AI features and discuss the pathway forward, emphasizing a commitment to refining user experience.
The Liquid Glass Revolution
At the forefront of Apple’s innovative design philosophy is a sneak peek into the upcoming Liquid Glass technology. With iOS 26 on the horizon, both executives herald the benefits of this cutting-edge material, promising to enhance durability and user interaction. The Liquid Glass redesign signifies not only a shift in aesthetic but also an intention to redefine how users engage with their devices.
iPads vs. Macs: The Ongoing Debate
The discussion then transitions to the perennial question of iPads versus Macs. With both product lines catering to different segments of the market, Federighi and Joswiak clarify how Apple envisions their roles in the future of computing. They underline the intention to keep pushing the boundaries of functionality, presenting devices that ideally complement each other rather than compete.
The Future of Computing and AI Devices
The interview shines a spotlight on Apple’s vision for the future of computing, particularly in relation to AI technology. Both executives express optimism about the potential for AI to create more intuitive and interactive devices, suggesting a future where technology seamlessly integrates into everyday life, enhancing productivity and creativity.
Tariffs, Pricing, and Strategic Considerations
As the conversation wraps up, tariffs and pricing strategies for the iPhone come into focus. Joswiak discusses Apple’s approach to managing costs in an unpredictable global market, emphasizing transparency with consumers and the need to make intelligent pricing decisions that uphold the brand’s value.
Looking Ahead for Apple
With the tech space evolving at an unprecedented rate, Federighi and Joswiak provide an optimistic outlook on what’s next for Apple. They reaffirm the company’s dedication to innovation and user satisfaction, hinting at exciting future developments that align with the ever-changing landscape of technology.
Joanna Stern’s engaging and informative interview not only captures the essence of Apple’s current challenges and aspirations but also serves as a window into the future of tech—a narrative that continues to unfold with each passing year.
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Video “Apple Execs on AI Setbacks, What Went Wrong with Siri and More (Full Interview) | WSJ” was uploaded on 06/13/2025 to Youtube Channel The Wall Street Journal