Apple announced new artificial intelligence features at the Worldwide Developers Conference keynote June 9.
The company launched testing versions of live translation, visual search and a workout assistant. Apple Intelligence will also be a part of the Reminder, Messages and Apple Wallet apps.
“Last year, we took the first steps on a journey to bring users intelligence that’s helpful, relevant, easy to use, and right where users need it, all while protecting their privacy,” Craig Federighi, Apple’s senior vice president of Software Engineering, said. “Now, the models that power Apple Intelligence are becoming more capable and efficient, and we’re integrating features in even more places across each of our operating systems.”
The company also said it will open its large language model to third party developers.
“App developers will be able to build on Apple Intelligence to bring users new experiences that are intelligent, available when they’re offline, and that protect their privacy, using AI inference that is free of cost,” the company said in a news release accompanying the announcement.
Federighi also teased that updates to Siri would be coming later this year.
Apple WWDC 2025: Live updates on keynote, AI and iOS news
How AI features will be implemented
The company said that its visual search feature, dubbed visual intelligence, will be extended to the screen from what it has already released using device cameras.
Users will be able to ask ChatGPT questions about what they’re looking at on their screen as well as search-supported apps to find similar images and products. They will also be able to add events to their calendar from images on their screen.
The live translation feature will automatically translate messages, generate translated captions on Facetime and audio translations on phone calls.
Apple said that the “Workout Buddy” will analyze data from a user’s current workout along with their fitness history to provide inspiration in real time. The feature will be available on Apple Watch and require an Apple Intelligence-supported iPhone nearby as well as Bluetooth earbuds.
Other uses of Apple Intelligence include:
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Reminders: Relevant actions in an email, website, note, or other content can now be identified and automatically categorized
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Apple Wallet: Order tracking details from emails sent from merchants or delivery carriers can be summarized.
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Messages: Apple Intelligence can detect when a poll might come in handy and suggest one in a messages thread.
WWDC 2025 AI announcements could help Apple catch up
The opening of the Foundation Models appears to be an attempt to spur the creation of new AI features and apps to help Apple catch up in the artificial intelligence market.
“We think this will ignite a whole new wave of intelligent experiences in the apps users rely on every day,” Federighi said.
9to5Mac noted before the conference that software announcements made last year rolled out slowly and AI upgrades to Siri and Swift Assist never materialized.
“They had the big vision announcement last year. Not a lot of progress this year as they tried to build it. It is hard to build,” Alex Kantrowitz, founder of the Big Technology podcast and newsletter, said on CNBC on Monday,
Apple is expected to partner with Alibaba on AI in China, according to Reuters, but that has been delayed because of the tariff showdown between President Donald Trump and China. There is “growing confidence inside and outside China this AI launch will ultimately happen between Apple and Alibaba,” Ives said in a note to investors on Monday, June 9.
Apple stock and reactions
The affair was fairly subdued, Craig Moffett, co-founder and senior analyst at equity research firm MoffettNathanson, told CNBC.
“What’s the old joke, they set expectations really low and then they proceeded to meet them. They did pretty much what everybody expected,” said Moffett. “The real question is where’s the growth going to come from and that’s still a huge question mark.”
Apple stock fell more than 1% as the WWDC event played out. Shares opened Monday, June 9, at $204.39, but fell to below $202 during the event.
The company stock price hit $259 in late December 2024, near the end of a three-month period in which Apple set an all-time record for iPhone upgrades. But shares dipped to $172 in April 2025 a few weeks after the company announced it was delaying some artificial intelligence upgrades to Siri to 2026.
This article originally appeared on USA TODAY: Apple Intelligence features announced for Messages, more at WWDC 25
