Apple CEO Tim Cook during the company’s annual developer conference in Cupertino, Calif. on June 9, 2025. (Photo: David Paul Morris/Bloomberg/Getty Images)Who needs AI when there’s a shiny new
aesthetic?
Apple
on Monday unveiled “Liquid Glass,” a new, unified design for the software that powers its iPhones, iPads, Macs, TVs, and Watches.
As expected from the design-centric folks in Cupertino, it’s slick stuff.
A transparent look infiltrates the icons, files, tabs, and control areas of the operating system and Apple apps. Interface nips and tucks allow similar things to group together and controls and tabs to disappear when they’re not in use.
Variations of the word “fluid” appear a half-dozen times in the company’s announcement, issued during Apple’s Worldwide Developers Conference, or WWDC.
Microsoft Windows Vista jokes aside—and the glassy new elements certainly recall a rival’s
notorious operating system—the company’s UX innovations were only partly well-received.
That’s because the worst-performing “Magnificent 7” big tech company this year (in terms of the markets) didn’t have what most folks wanted: a major AI announcement.
This week, Apple was careful not to over-promise on AI-driven features.
It announced an API that allows third-party developers to build Apple Intelligence into their apps. Users can now use AI to search the web for any visual on their screen. A “live translation” feature automatically translates text messages and call captions from different languages.
The new look and features will be available this fall. Apple shares closed the day down 1.2%.
—AN