July 10, 2025 – Yesterday, on July 9, tech media outlet 9to5Mac published a blog post highlighting a significant strategic shift by Apple in how it promotes new features for its iOS operating system. According to the report, Apple has decided to stop pre-announcing major features for upcoming iOS versions that won’t be available to users for several months.
The change in approach, as noted by 9to5Mac, appears to be a direct response to a previous misstep involving the highly anticipated personalized Siri features. During the 2024 Worldwide Developers Conference (WWDC), Apple excitedly teased a new version of Siri that promised to deeply understand users’ personal contexts, recognize on-screen content, and offer precise control over apps. However, these much-hyped capabilities failed to materialize as promised, leading to disappointment among users and industry observers.
As a result, Apple has chosen to break from its long-standing tradition of announcing future features at WWDC. Instead of revealing what’s coming in iOS 26 at the conference, the company will now wait until those features are ready for release in subsequent updates like iOS 26.1 or iOS 26.2. When the time comes, Apple plans to promote these new additions through press releases or short video clips.
9to5Mac emphasized that this new strategy doesn’t indicate a lack of innovation in iOS 26. Rather, it reflects Apple’s desire to manage expectations more effectively and avoid the backlash that comes with overpromising and underdelivering. By focusing on features that are immediately available or will be released in the near future, Apple hopes to rebuild trust with its user base and maintain its reputation for delivering polished, reliable software experiences.
