TL;DR
Apple’s 2025 was a mix of clear product successes and notable setbacks. High points included the well-received iPhone 17, stronger accessibility work, and a booming Apple TV slate; low points included underperforming hardware efforts, leadership and talent concerns, and major shortfalls on Apple’s AI ambitions.
What happened
Across 2025 Apple delivered several widely noticed wins alongside pronounced missteps. The iPhone 17 emerged as the company’s most broadly recommended phone, bringing features such as ProMotion, Always‑On Display, a 48MP main and ultra wide camera system, the A19 chip, and a 256GB baseline. Software and accessibility advances included new Mac magnifier tools, Live Translation for AirPods, and upgrades to Personal Voice. iPadOS 26 introduced improved windowing, multitasking, Slide Over and Split View refinements, and was cited as a key reason the iPad line still felt relevant despite undistinguished hardware updates; Apple shipped two iPad models in 2025. Apple TV’s streaming service saw high-profile hits and awards recognition. Conversely, the iPhone Air failed to resonate, Apple’s overall industrial design was criticized as stagnant, and the Apple Vision Pro remained an expensive niche product. Internally, the company faced leadership succession questions, a spate of departures to rivals, and a troubled Apple Intelligence effort that fell short of public expectations.
Why it matters
- Strong iPhone and services performance supports Apple’s revenue mix but masks weaknesses elsewhere.
- Stagnant hardware design and underperforming new models risk eroding long‑term product appeal.
- Leadership and talent losses could slow execution on strategic initiatives, including AI.
- Failure to deliver on promised AI features undermines Apple’s credibility in a rapidly evolving field.
Key facts
- iPhone 17 added ProMotion, Always‑On Display, 48MP main and ultra wide cameras, the A19 chip, and now starts at 256GB of storage.
- Apple introduced accessibility upgrades in 2025 including Magnifier for Mac, Live Translation for AirPods, and Personal Voice enhancements.
- iPadOS 26 delivered enhanced windowing, multitasking, Slide Over and Split View improvements.
- Apple TV subscription content performed strongly in 2025 with series and films earning awards attention and mainstream recognition.
- Liquid Glass, a new visual language for iOS, arrived in 2025 and prompted debate about Apple’s UI direction.
- The iPhone Air did not meet expectations in the market, according to reporting.
- Observers criticized Apple’s hardware design as largely unchanged and lacking creative leadership; Apple reportedly hasn’t had a proper industrial design lead since 2022.
- Apple Vision Pro remained costly and failed to gain broad consumer traction in its second version.
- Apple released two iPad models in 2025, but the hardware changes were described as insignificant compared with iPadOS improvements.
- Apple Intelligence fell short of the capabilities publicly promised and the division underwent another reboot; the effort was widely described as a major disappointment.
What to watch next
- Whether Apple revises the iPhone Air design and positioning for a better‑received iPhone Air 2 — not confirmed in the source.
- Any formal succession plan or timing for Apple’s executive leadership transitions, including potential plans for Tim Cook — not confirmed in the source.
- Progress and concrete deliverables from the Apple Intelligence effort in 2026, including how the rebooted division performs — not confirmed in the source.
Quick glossary
- ProMotion: A display technology that allows variable refresh rates for smoother motion and better responsiveness.
- Always‑On Display: A feature that keeps basic information visible on a device’s screen while consuming minimal power.
- A19 chip: Apple’s system-on-chip used in recent iPhone models, providing CPU and GPU performance improvements.
- Liquid Glass: Apple’s 2025 visual design language update for its software interface, intended to refresh UI aesthetics.
- Apple Intelligence: A label used for Apple’s ambitious artificial intelligence initiatives and related software features.
Reader FAQ
Was the iPhone 17 considered a success?
Yes. The iPhone 17 received broad praise for its display, camera upgrades, A19 chip, and higher entry storage.
Did the iPhone Air meet sales and reception expectations?
No. The iPhone Air is described as having failed to resonate with the public in its first iteration.
Is Apple Intelligence delivering on WWDC24 promises?
No. The source reports that Apple Intelligence fell short of what was promised and the division required another reboot.
Is there a confirmed successor to Tim Cook?
not confirmed in the source
iOS 26 lets you customize Liquid Glass on your iPhone, here’s how Ryan Christoffel Dec 23 2025 OPINION The good, the bad, and the ugly of Apple’s 2025 Marcus Mendes…
Sources
- The good, the bad, and the ugly of Apple’s 2025
- Apple's 3 biggest wins and 3 greatest failures of 2025
- Macworld picks Apple's biggest hits and misses of 2025
- Four Winners and Losers of Apple's 2025
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