Apple’s Design Focus: Is It Enough in the Age of ‌AI?

‌ Updated June 08, 2025
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Apple is set to unveil a new operating system featuring‍ a “Liquid ‌Glass” design at its annual Worldwide Developers Conference.This design emphasizes openness and aims ‍to give screens a shimmering, glass-like appearance. This⁢ move precedes the ⁣anticipated “Glasswing” ⁣iPhone update in 2027, which could showcase curved glass on all sides.

These ⁣upgrades arrive as the tech industry questions the long-term relevance of‍ devices amid the rise of generative AI. The ability to interact⁢ with technology through natural language is challenging customary interfaces. Some experts suggest that devices ⁢themselves may ⁣become less important as AI companions become ‍more ambient and ⁤integrated into ⁢daily‌ life.

Jony ‍Ive, ⁢former Apple designer, has labeled smartphones and laptops as “legacy” devices, highlighting a shift toward AI-driven interactions. Apple SVP Eddy Cue has also suggested that iPhones might not be essential in the future. This viewpoint underscores the growing belief⁤ that⁢ the intelligence of AI will outweigh the aesthetic appeal​ of devices.

Early attempts⁣ to​ create AI-first devices, such as the Humane Pin⁤ and Rabbit ⁢R1, have struggled to gain traction. These products highlight the challenge of creating ‌value without compelling ⁢AI capabilities. The success of future‍ devices ⁣may​ hinge more‌ on the quality of their AI ⁣than on their physical design.

Ive’s partnership with ‌OpenAI signals⁣ a bet ​on accessing cutting-edge AI. However, some industry observers question the value of OpenAI’s​ $6.5 billion investment in Ive’s IO device company. The focus is​ shifting from hardware design to the underlying AI model that powers the device.

Apple’s emphasis on ‍design at this year’s⁤ WWDC may reflect the ​company’s current strengths. With its AI⁢ development reportedly facing⁣ challenges, Apple is‌ focusing on its established expertise ‌in design and user experience. ‌The company⁢ has reorganized ‌its AI team in recent months.

Despite the buzz ‍around AI-first devices, screens are likely⁢ to remain important for various activities, including viewing photos, watching videos, and making video calls. While AI continues to advance, it may encounter limitations on ⁤the⁢ path to⁢ becoming‍ a ⁣fully integrated ambient assistant.

The focus on future AI ⁣devices and the “legacy” label applied to current devices indicate a growing consensus in Silicon Valley about the transformative potential ​of generative AI. The impact of ⁤AI will ⁢likely be felt on screens before it is indeed felt off them. Apple faces increasing ⁣pressure to integrate⁣ AI seamlessly into its operating systems.

What’s⁢ next

Apple ⁤needs to ⁤integrate artificial intelligence into its operating systems. The company’s AI efforts are flagging, and it’s had little to​ show in the year since it​ announced Apple​ Intelligence.