The event, a key fixture in Apple’s calendar, will primarily be held virtually, though select developers and students will be invited to attend an in-person session at Apple Park on the opening day.
This year’s conference comes at a pivotal moment for Apple, which has faced mounting pressure in the competitive AI landscape. The company has encountered delays in upgrading its voice assistant Siri, alongside internal leadership changes and a muted reception to its initial rollout of generative AI features.
At its previous WWDC, Apple emphasized practical, incremental improvements—such as live translation for phone calls—rather than the more ambitious AI visions promoted by rivals. Its messaging around AI has remained measured, focusing on everyday utility, including features like helping users locate products similar to items they encounter online.
Beyond AI, Apple is also exploring new avenues to grow its services business. According to a report by Bloomberg, the company is preparing to introduce advertising within its Maps application, potentially as soon as this month.
The reported plan would allow retailers and brands to bid for visibility in search results, a model similar to that used by Google Maps. The advertising rollout could expand across iPhones and other Apple devices, as well as web platforms, later this summer.
Apple has not publicly confirmed the report.
The move underscores the growing importance of Apple’s services segment, which includes offerings such as Apple Music and iCloud. The division recently posted record quarterly revenue of $30.01 billion, aligning with analysts’ expectations.
As WWDC approaches, investors and developers alike will be watching closely to see whether Apple can sharpen its AI strategy while continuing to expand its high-margin services business.