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Apple Computer in Strategic Retreat? Is It Shifting from Its AI Fantasies to Its Old Religion of Usability-Focused Hardware-Software Integration?
Perhaps the keynote at Apple Computer’s WWDC reveals less about the future of tech than about Apple’s own institutional anxieties, the ghosts of Apple-Microsoft relationships past. Perhaps Apple is pivoting—wisely—away from fake and unbelievable claims that it is at the frontier of the New New Thing, and back to its core strengths: design, integration, and developer and customer empowerment. Perhaps…
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The best recent take I have yet seen on Apple Computer’s current situation, and on its currently ongoing developer conference, is from Ben Thompson of Stratechery.
His conclusion:
Ben Thompson: Apple Retreats <https://stratechery.com/2025/apple-retreats/>: ‘I understand why many people were underwhelmed… particularly in comparison to the AI extravaganza that was Google I/O, [but] I think it was one of the more encouraging Apple keynotes in a long time. Apple… needed to retreat. Focusing on things only Apple can do is a good thing; empowering developers and depending on partners is a good thing; giving even the appearance of thoughtful thinking with regards to the App Store (it’s a low bar!) is a good thing…. Tech companies promis[e]… the future… [but] a prerequisite is delivering in the present, and it’s a sign of progress that Apple retreated to nothing more than that…
Passing 50,000 total subscribers sale, for two days only:
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The next such deal will have to wait until this newsletter passes 100,000…
Ben’s take, in brief:
This is very healthy…
Apple is refocusing on delivering real value in the present by making excellent products…
Apple is “retreating to safety,” focusing on what it does best: polished, integrated hardware and software…
The “Liquid Glass” design language shows Apple’s user interface-design strength...
The other WWDC 2025 tentpoles show Apple’s ability to integrate across its device ecosystem…
Apple empowers developers by opening up on-device AI models, letting third parties experiment without cloud costs…
Apple is deepening partnerships with AI leaders rather than trying to build everything in-house…
Apple may be loosening its grip on the App Store...
Legal and regulatory pressures (especially in Europe) are forcing Apple to retreat from some of its most aggressive platform control…
Apple acknowledged overpromising on AI...
Apple is no longer chasing hype…
Apple is no longer overreaching in areas where it lacks a competitive edge…
I think Ben may well be overgeneralizing from what was, after all, just one 90-minute pre-taped presentation. But, aside from my wanting to be several shaes more cautious in interpreting the tea leaves, he has said what I wish I had been smart enough to think and say.
So what else do I think? What expansion would I give?
Leave a comment
Read more
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Perhaps the keynote at Apple Computer’s WWDC reveals less about the future of tech than about Apple’s own institutional anxieties, the ghosts of Apple-Microsoft relationships past. Perhaps Apple is pivoting—wisely—away from fake and unbelievable claims that it is at the frontier of the New New Thing, and back to its core strengths: design, integration, and developer and customer empowerment. Perhaps…
Subscribe now
The best recent take I have yet seen on Apple Computer’s current situation, and on its currently ongoing developer conference, is from Ben Thompson of Stratechery.
His conclusion:
Ben Thompson: Apple Retreats <https://stratechery.com/2025/apple-retreats/>: ‘I understand why many people were underwhelmed… particularly in comparison to the AI extravaganza that was Google I/O, [but] I think it was one of the more encouraging Apple keynotes in a long time. Apple… needed to retreat. Focusing on things only Apple can do is a good thing; empowering developers and depending on partners is a good thing; giving even the appearance of thoughtful thinking with regards to the App Store (it’s a low bar!) is a good thing…. Tech companies promis[e]… the future… [but] a prerequisite is delivering in the present, and it’s a sign of progress that Apple retreated to nothing more than that…
Passing 50,000 total subscribers sale, for two days only:
Get 50% off for 1 year
The next such deal will have to wait until this newsletter passes 100,000…
Ben’s take, in brief:
This is very healthy…
Apple is refocusing on delivering real value in the present by making excellent products…
Apple is “retreating to safety,” focusing on what it does best: polished, integrated hardware and software…
The “Liquid Glass” design language shows Apple’s user interface-design strength...
The other WWDC 2025 tentpoles show Apple’s ability to integrate across its device ecosystem…
Apple empowers developers by opening up on-device AI models, letting third parties experiment without cloud costs…
Apple is deepening partnerships with AI leaders rather than trying to build everything in-house…
Apple may be loosening its grip on the App Store...
Legal and regulatory pressures (especially in Europe) are forcing Apple to retreat from some of its most aggressive platform control…
Apple acknowledged overpromising on AI...
Apple is no longer chasing hype…
Apple is no longer overreaching in areas where it lacks a competitive edge…
I think Ben may well be overgeneralizing from what was, after all, just one 90-minute pre-taped presentation. But, aside from my wanting to be several shaes more cautious in interpreting the tea leaves, he has said what I wish I had been smart enough to think and say.
So what else do I think? What expansion would I give?
Leave a comment
Read more