WWDC25 : on a discuté avec le vice-président d'Apple en charge du marketing

Yeah, it was a pleasure. It's a special moment for Apple and for our users and our developers. It's a happy week.

Well, you know, this you and I know that this is a very special event for us every year because it's when we get to talk about the stuff that we've been working on so hard for the past year, in some cases much longer. We get to give developers a roadmap for the things that they should be preparing for, especially that we're going to ship in the fall so they can be ready. It gives our users an opportunity to see the type of new features that are coming down the road. This one is particularly special because we unveiled a new design that features the liquid glass that we've talked about. Great design is important to us, it's important to users, we know it's important to people in France, right? Design is not just the aesthetics of something, but it's how it works and how it makes you feel, and we're very proud of this one and our ability to not just make this an experience for the iPhone but to harmonize this experience across all of our devices and operating systems makes it incredibly special. We were able to show that we're continuing down the path that we set with Apple intelligence, that it really isn't about creating just an individual chatbot. Those already exist. They're fantastic. But how do we use generative AI as an enabling technology to make our features even better? And of course then we have the opportunity to come together as a community. We have over a thousand developers here that come in person, and of course we have millions more who watch online, as well as millions of consumers who watch online as well. So it's a special week.

Yeah. Well, developers are our lifeblood, right? Their ability to create apps, in combination with the work we do, is what has changed the world, right? Has changed people's lives. And we provided an incredibly large platform for them to access around the world. And we tried to give them at these events unveil more tools, more things that they can do to create better experiences for their users and to create a better business for them. One of the big announcements yesterday, you saw got some great applause here, was that we gave access to our foundational Apple intelligence models so they can, through no additional cost right to them, they don't have to pay API fees, cloud API fees, through a very private experience between their data and the models. It's all on device. They don't have to ship their customers' data off to somebody else. And even having the ability to work when they're not on the internet. Developers love that. They want to bring generative AI to their apps and they want to do it in a way that's economical, in a way that's private, and we gave them that ability. It's a developer moment.

Well, it's always a blend, right? It's always a blend because we are unveiling to the world the features that we're working on, the features that we have over a billion customers, as you know, and a couple billion devices out there. So the things that we announced are going to impact a lot of people, and so we need to talk to that broader community, but we also talk to developers, and you saw that we had even a language within the keynote: okay, now here's the things for developers, here's the APIs, here's the way that they can access this, because the message is for them as well. And then additionally, of course, the rest of the week is really dedicated to developers. We have a state of the union, which is our platforms keynote, if you will, that's really aimed at developers. That came a little bit later. We have over a hundred technical sessions that are available to developers to go deeper into the technologies that we've announced. We have labs that developers either on site or they can do online. They can sign up with our engineers and our designers to get advice and consultation on how to implement these new technologies or these new designs into their apps. So the whole week is really dedicated to developers. That keynote is a little blend of both consumers and developers.

You know, that's always a tough question because, again, as I said, the team works so hard on these and works to these early on. I certainly am proud of the new design. I think it's something you interact with your products all the time. So how many times do you pull your iPhone out of your pocket or out of your purse or out of a handbag and look at it? So having a great design is so important to the way that again not only it looks and the way it works but also how it makes you feel, and it still makes me smile. I do love the fact that we continue to push the intelligence into more features. I'm looking forward to the next time I travel and I can use live translation, you know, and I can use it in messages, I can use it in FaceTime, I can use it in the phone. So there's just a number of great features. You know, I'm even thinking about getting remotivated to start running again with Workout Buddy on my watch, you know, that motivational pep talk to get me going and give me feeling along the way and how I'm hitting milestones and taking, again, intelligence to do this without knowing that I'm necessarily even using intelligence. Too hard to decide. It's hard. It's like what's your favorite kid? I can't. It's hard.

Yeah. Well, first of all, it's a big effort to change design, both on us and of course all the things that will change as a result of it, including our third party apps. And so you don't want to do it too often. So we like to do it about every decade or so. This one, the prior design we had we introduced with iOS 7 in 2013. Back then it was enabled because our display technology had changed as we moved to retina displays. And so we went to a layered UI, we could take advantage of that higher resolution to go to a layered structure, a bit of a flatter design, more vibrant colors. And here the team was really inspired by the work they had been doing for the last few years in developing visionOS, and visionOS utilized glass as part of that interface of how you would map digital elements into the real world. And the team became enamored with it's so beautiful and it's so usable, you know, can we take that and apply that not just to iOS like we did with iOS 7 but to even have a broader ambition that can we take it across our products, which is a direction we had continually moving in, that commonality of fonts and commonality of approach so that our products, especially as people own multiple Apple products, they feel comfortable moving across, that they feel like they came from one company and one design team, which they did. And to do this is again not something we could even imagine doing 10 years ago because, as you alluded to, it's very difficult. And I don't mean difficult just on the designers but from a technology standpoint. But our technology, our hardware, our displays, our graphics technology, our compute power has advanced so much that we're able to do this. And part of the challenge of course is that with the glass, it means that you're refracting light and things behind it, right? It's translucent, so that means in real time you're processing all that information, and Apple silicon gives us a ginormous, gigantic advantage to be able to do that. We like to say only Apple really could do this with that integration of hardware and software and having the great silicon capabilities. So it's something that, you know, obviously we're in beta, it's not completely done yet, but you get a pretty good sense for where we're heading. And it's feeling pretty good, and it's going to be available for all the iPhone compatible with iOS 26. And that was one of the things too, and I'm sure we'll talk about iPad at some point, is we try to make these features available as broadly as we can to a point that they still will work great. Right. If they can't, then we don't want to offer an upgrade for our customers that won't work well. And this one goes all the way back to iPhone 11.