Tim Cook is still more likely to come on stage empty handed at WWDC — image credit: Apple
A message about WWDC sent to retailers outside of Apple has been taken to mean there will new device launches, but it’s most likely wishful thinking.
Every year, it’s been rumored that Apple will update almost everything it sells at the annual World Wide Developer Conference. While there have been some releases, they are the exception rather than the rule.
Maybe there will be hardware unveiled at WWDC, since even as it’s a software conference, Apple has announced new Macs there before, such as the iMac Pro.
But there is nothing in a new message from company to third-party retailers that even suggests it will happen this year.
Apple sent a message to 3rd-party retail employees about #WWDC25:
Join live at 10:00 a.m. PT and be among the first to learn what’s new from Apple.
Then check for resources to help you talk to customers about what’s possible when hardware and software are designed together. pic.twitter.com/FhK1nKIc7Q
— Aaron (@aaronp613) June 2, 2025
The message plugs the WWDC keynote, and then repeats Apple’s regular point about how well its software and hardware go together. If you can make that mean hardware is coming, you’ve really got to want it.
Significantly, too, as I said already, this message is said to have been sent to third-party retailers. Apple doesn’t even give its own retail staff early notice of new hardware, so it surely isn’t going to tip off Best Buy blue-shirts.
Pre WWDC, Apple generally sends out messages like this to its third-party resellers. Anyone who sells Apple gear on top of other stuff at a big-box store might not be aware of when WWDC is, given that it has little relevance to them in pre-July 4 stocking, and the beginning of back-to-school season, which these days begins before school is even out for the previous school year.
Apart from the iPhone launch, WWDC is Apple’s biggest annual event, but it is not commonly a retail hardware release event.
Which Macs are hoped for
It’s true that there is a gap or two in Apple’s hardware lineup, but it’s more at the Pro end of the line, not the stuff sold at Target. While the Mac Studio was updated recently, it did not get the expected M4 Ultra processor.
Then, too, the Mac Pro hasn’t been updated since 2023 — although there are persistent rumors that it will be before the end of 2025.
Then apart from Macs, there are people even more wishful that Apple will unveil its Home Hub. Apple could launch or announce this expected product at WWDC, it is their show and the company often touts its smart home efforts.
But all other signs point to this device being heavily dependent on the now delayed improvements to Siri. The latest rumors have this new device being launched in 2026.
No hidden message
Even the person who first spotted this has felt the need to cool down people who have read it as meaning Apple is giving a head start to its retail partners.
“There is no head start,” he commented. “[It is just] poorly worded.”
WWDC 2025 begins on Monday, June 9, 2025, with the keynote presentation at 10 A.M. Pacific. Whether or not there is any new hardware, there is expected to be a dramatic series of updates to the Mac, iPhone, and iPad software.
