Apple unveiled a suite of artificial intelligence features at Worldwide Developers Conference 2025, including live translation, visual search, and a workout assistant. It also announced that it is opening its foundational language model to developers to foster innovation in third-party apps.
Article contents:
- Introduction
- Live Translation
- Enhanced Visual Search
- Workout Assistant
- System Apps
- Developer API
- Challenges and Expectations
- Conclusion
- Frequently Asked Questions
Introduction
During Apple’s annual event held in June 2025, the company announced a broad package of artificial intelligence enhancements across iOS, iPadOS, and watchOS. The core idea is to make the technology “more present and less intrusive,” according to Apple’s senior vice president of software engineering. At the forefront of these new features is the advanced live translation function, which allows users to translate messages, calls, and videos in near real-time.
Live Translation
In addition, the company revealed an enhanced “Visual Search” feature, which is no longer limited to recognizing objects through the camera, but now includes visual recognition of screen content. Users can activate the “Swipe and Ask” option to request information about images or text appearing on the screen, whether in supported apps or even in static photos. This step represents a qualitative shift in interacting with visual elements, as users can now tap on a product image in a web browser and see which stores sell it or find similar technologies.
Enhanced Visual Search
Another striking feature is the “Workout Buddy,” capable of analyzing training and fitness data not just from the current workout session, but also from the user’s athletic history, to suggest an “appropriate challenge level” and provide real-time encouraging feedback through earphones. Apple explained that this service requires an iPhone equipped with active Apple Intelligence capabilities, in addition to a Bluetooth headphone connection.
Workout Assistant
Regarding system apps, “Apple Intelligence” has been integrated into apps such as Reminders, Messages, and Wallet. In the Reminders app, the system can automatically analyze an email or web article and help create defined task lists. In the Messages app, the system allows for automatically suggesting a poll when it notices one is needed in a group chat. Meanwhile, in the digital Wallet, the system can summarize shipping details and track orders based on email messages from stores.
System Apps
Notably, Apple has opened its foundational language model to third-party developers, allowing them to create new apps and services that leverage advanced Apple Intelligence capabilities. This move aims to catch up in the AI market race, especially after companies like OpenAI and Google made notable progress in large language models. Experts say this step could trigger a wave of innovation in the Apple App Store, where developers will be able to employ AI capabilities without bearing the high cost of building computing infrastructure.
Developer API
Nonetheless, some observers remain skeptical about the speed and polish of the rollout of these features. At last year’s conference, Apple announced a qualitative leap in Siri as well as the “Swift Assist” project, but these promises were delayed and failed to materialize with the promised efficiency. Analysts point out that developing deep artificial intelligence systems takes more effort and time than promotional presentations suggest.
Challenges and Expectations
According to press reports, Apple faces additional challenges related to its potential partnerships in China with Alibaba, as many await the resolution of the tariff dispute between China and the United States to open broader horizons for cooperation in artificial intelligence fields. However, observers agree that the bundle of updates announced at the conference demonstrates the company’s strategy of betting on seamlessly integrating AI into the user’s daily life, rather than settling for limited demo presentations.
Conclusion
Ultimately, the new artificial intelligence features in iOS and iPadOS represent an opportunity for Apple users to experience a more interactive and seamless experience. Fitness enthusiasts may benefit from the “Workout Buddy,” while those interested in travel or learning will find great utility in the live translation service. In addition, app developers hold hopes of delivering innovative services to people in education, shopping, group collaboration, and other fields, relying on the foundational Apple Intelligence architecture.
Frequently Asked Questions
1. What are Apple’s most prominent new artificial intelligence features?
They include live translation, enhanced visual search, the “Workout Buddy” sports assistant, and deeper integration of Apple Intelligence in the Messages, Reminders, and Wallet apps.
2. Is Apple opening its language model helpful for users?
Yes, as it allows developers to create apps based on Apple Intelligence capabilities, expanding the scope of services and features available to the average user.
3. What is the status of Siri in these updates?
Apple did not present major updates regarding Siri, but indicated that additional updates are coming during the year, focusing on language comprehension and smart interaction capabilities.
