John Ternus and Tim Cook look on as Craig Federighi explains Apple’s AI strategy at WWDC 2026.
I’m home after two and a half days down in the South Bay for WWDC. This year I tried to take notes at the keynote and in briefings using a traditional reporter’s notebook and a pen, which means that I’m literally emptying my notebook when I give you these first scattered impressions of what I saw.
The AI stuff
What struck me most about Apple’s AI announcements is how little the company’s stance on AI has changed since its fateful WWDC 2024 announcements. It’s still classic Apple: AI is not the end but a means to an end, with the goal of building “helpful products for people.”
So this release is not about Apple questioning its priors. Instead, it’s about getting back on track, back in the game. The goal here isn’t for Apple to blow away the competition, but to be relevant and helpful and create a foundation on which to build.
