All the New Products and AI Services Coming From Apple in 2025

Apple has always been a company that keeps new products very close to the vest.

Sometimes that's because Apple (AAPL) knows what it plans to release but has not nailed down the timing. In other cases, it has an idea where it's going but does not know when the items on its plan will be ready.

CEO Tim Cook, however, talked about some upcoming innovations during the company's third-quarter earnings call. He shared some news on innovations that were first seen earlier this year at Apple's Worldwide Developer's Conference.

“We shared some truly exciting updates, including a stunning new design crafted from a material we call Liquid Glass, it's both beautiful and expressive,” he said.

Apple has big plans for the new material.

“And for the first time ever this design extends across all of our platforms. We can't wait for users everywhere to experience it this fall,” he added.

Apple does have a new watch coming.

Image source: Art_Volkusha/Shutterstock

Apple wants better artificial intelligence

Apple was once the industry leader in artificial intelligence (AI) with Siri being the first widely-used digital assistant. Cook shared that the company has worked to improve its efforts in that area.

“We were excited to share some updates across our AI work. We announced even more capabilities coming later this year, including live translation and Workout Buddy,” he said.

Apple also plans to make its products truly global.

“In addition to those new features, we announced new support for a number of languages, and we opened up access to the on-device foundation models at the core of Apple Intelligence, enabling developers to build a whole new experience for our users,” he added.

AI, he believes, will be a core part of Apple's offerings going forward.

“We see AI as one of the most profound technologies of our lifetime. We are embedding it across our devices and platforms and across the company. We are also significantly growing our investments,” he said.

Cook shared that Apple has already released more than 20 Apple Intelligence features. He also promised something a lot of users want.

“We're making good progress on a more personalized Siri, and as we've said before, we expect to release these features next year,” he added.

Wedbush analyst Dan Ives has been sharply critical of Apple’s AI strategy, calling it a “disaster” in a recent Bloomberg Tech interview.

“Nothing’s going to happen internally,” he said when asked how much better Siri needs to be. “It’s not happening internally, and there’s no one on the Street that believes any innovation is coming out of Apple when it comes to AI organically.”

Apple’s 2025 product lineup (confirmed and projected)

Smartphones & Watches

iPhone 17 Series: Includes iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max, featuring A19/A19 Pro chips, upgraded cameras (24 MP front, 48 MP telephoto), and design tweaks. Launch expected in September. Source: TechRadar
Apple Watch Series 11, Ultra 3, SE 3: All receiving updates this year: Series 11 with a faster S-series chip and 5G; Ultra 3 with a larger display, AI features, 5G/satellite connectivity; SE 3 with refreshed design and chip. Source: Tom's Guide

Tablets & Displays

iPad mini (new): Featuring the A19 Pro chip; rumored OLED screen arriving perhaps toward 2026.
Standard iPad (entry-level): Upgraded with A18 chip.
M5 iPad Pro: Likely launching in late 2025 with the powerful M5 processor.
Studio Display 2: A new monitor featuring mini-LED, possibly launching late 2025 or in early 2026. Source: Apple

Home and Media Devices

HomePod mini 2: Refreshed with a newer S-series chip and better wireless components.
Apple TV 4K (new model): Equipped with A17 Pro chip, enhanced performance for gaming and media. Possibly priced around $99-$129, launching this fall.
Vision Pro 2: The next-generation headset, powered by the M5 chip. Source:
MacRumors

Macs and Workstations

M5 MacBook Pro, M4 Ultra Mac Pro, and other new Macs (iMac, Mac mini, Mac Studio): Powered by M5 (and some M4) chips, many models expected late 2025. Source: MacRumors

Accessories and Others

AirPods Pro 3: Possibly redesigned with improved noise cancellation and new chip; targeted for fall 2025.
AirTag 2: A second-generation tracker with upgraded Ultra Wideband, though timing is uncertain. Source: MacRumors

Apple has underwhelmed with AI

Computerworld analyzed Apple's recent slate of announcements and shared that the consensus was that Apple's AI efforts are lacking.

“However, the real news of WWDC could be what we didn’t see. Analysts had high expectations for Apple’s AI strategy, and while Apple Intelligence was talked about, many market watchers reported that it lacked the innovation that have come from Google’s and Microsoft’s generative AI (genAI) rollouts,” the publication shared.

Stock market analysts saw the news the same way.

“The question of whether Apple is playing catch-up lingered at WWDC 2025, and comments from Apple execs about delays to a significant AI overhaul for Siri were apparently interpreted as a setback by investors, leading to a negative reaction and drop in stock price,” Computerworld added.