At the end of Monday's WWDC 2025 keynote, the company literally sang praise to app developers. Singer-songwriter Allen Stone has humorously transformed customer positive app store reviews into lyrics for a song titled “6 out of 5 stars.”
“Sorry, the best app ever,” he cloned. “This is not an app. It's a work of art.”
Image credit: Apple (screenshot)
But what Apple didn't mention was related to the developer community, or more broadly, why developers should continue to focus their trust on companies fighting for all nickel and dimes while failing otherwise.
In recent years, the Cupertino-based tech giant has fought strictly against regulations, litigation and other efforts to curb the app store monopoly by the state, lawmakers and courts, causing the app developer community to stoke a trespass.
Meanwhile, it still doesn't offer some of the key technological advancements that can modernize developer apps in the AI era.
In March, we delayed the “more personalized” AI-powered Siri, which was demonstrated at last year's WWDC. Apple briefly admitted the fumble in this year's keynote speech when SVP of software engineering Craig Federighi said he needed more time to meet Apple's Hiber.
Image credit: Apple
At WWDC, AI's scattered mentions of AI related to features already possessed by Apple's AI are related to things like Apple's AI-powered translation features, but they tried to distinguish it from Google by providing lyrics translations for Apple Music. Apple's AI-powered visual intelligence capabilities were demonstrated by tapping Google's app for image search results. This feels more native on Android devices with innovations like Circle to Search, Lens multi-search, and visual search in video.
Elsewhere, Apple has eased developers' demand for AI to add ChatGPT to Apple's Image Playground app and further integrate with Openai technology, such as coding assistance in Xcode. However, despite rumors that Google Gemini integration is underway and that Apple is partnering with humanity with AI-powered coding support tools, no deals with other AI providers have been announced.
Image credit: Apple
Apple also made the addition of AI features easier to use shortcuts for scripting and automation apps, but it felt like a stop gap to get over power users until AI Siri was able to perform actions on the app.
Then there was deafening silence about the increasingly controversial App Store commission.
In the US, for example, Apple is refreshing from the important losses in its battle with Fortnite Maker Epic Games, allowing it to point out alternative payment mechanisms on the web that Apple cannot take away fees from developers.
But Apple didn't spend the hour-and-a-half-long keynotes talking about where the App Store is best to build an app business, how to improve payment processing systems, or how to weed scams. (We touted some of the developer's interests leading up to WWDC, where we focused on burn prevention features and developer revenue.)
Apple also launched a standalone gaming app, but the keynote focused on consumer benefits (challenges, social features, easy access to Apple's own gaming store, arcade).
Image credit: Apple
Also, as some have hoped, Apple announced a total reduction in App Store commissions for all developers, leaving us with a final question as to whether Apple's in-app payment system is worth the price.
Perhaps developer-centric improvements will be rolling out at WWDC this week, but through developer keynotes, platform union states, and various sessions, Apple missed the opportunity to surprise the developer community that it understands the past few years have been tough, but ultimately it's on the developer's side.
Instead, the only reference to the changing market dynamics of the App Store ecosystem so far was a small update to the App Review Guidelines, swapping the term “alternative app market” for “alternative distribution.” This is a subtle reminder that Apple believes that only the only apps that can exist are its own app store.
When it comes to boosting developers' business, Apple first appeared to be thinking about itself and its financial resources. In the first developer beta of iOS 26, the App Store is open to the search page by default. This means that Apple is urging developers to spend more on search ads in the App Store.
Image credit: Apple
Other changes show that Apple is looking at developers as another lever that is just pulled to make more money on the company, but focuses on delighting consumers with new bells and whistles, as its overhaul of interface design is called Liquid Glass.
Inspired by VR Headset Vision Pro, Apple did not provide developers with an explanation as to why they should be created via fully functional apps to meet these new design guidelines. The company may have at least been able to suggest the fact that Liquid Glass appears to be an obvious precursor for building an operating system that ultimately expands beyond smartphones and tablets to reach new computing platforms such as AR glasses.
But despite years of comprehensive leaks, primarily from Bloomberg's Mark Garman, Apple's cultural preference for keeping secrets, has prevented it from suggesting that liquid glass is not an updated new look to surprise consumers.
As they sing hilarious app store reviews (a system that, as developers know, is plagued by bots and fake reviews), Apple tried to brighten up the mood. In a positive pursuit of developer revenue, we knew this year's event would disappoint the developer community with AI delays.
The end result made the song feel like an act of gratitude performance from the developers. Yes, it's a real performance! – Rather than truly reflecting how valuable developers are for Apple's ability to ship more iPhones and make consumers happy.