Apple had an impossible task at WWDC. Heres why.

Apple is increasingly caught between a rock and a hard place — and not just on Artificial Intelligence.

Here's the problem, one that may have been stretched to breaking point during CEO Tim Cook's 2025 WWDC keynote. There are people in the market for Apple products, who want and have always wanted technology that just works. They want gadgets that are intuitive to use, not intrusive. According to multiple surveys, consumers continue to be distrustful of anything with an AI label. According to the nonprofit IAPP...