• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation

2

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock

3

Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem

1

OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation

2

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock

3

Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem
TechFortune 500

All the Things We Didn’t Get From Apple’s Keynote

By
Don Reisinger
Don Reisinger
Down Arrow Button Icon
By
Don Reisinger
Don Reisinger
Down Arrow Button Icon
June 14, 2016, 10:51 AM ET
Add Fortune on Google for similar content.

Apple’s Worldwide Developers Conference (WWDC) was about what we expected—and it took two hours to get there.

The tech giant (AAPL) kicked off its annual keynote for developers on Monday. The opening keynote was jam-packed with software, ranging from the company’s new watchOS 3 for Apple Watch to the newly named macOS for Macs. Apple also chatted about improvements to tvOS for Apple TV, and forced us to sit through a far-too-long discussion on 10 improvements to iOS 10.

Admittedly, the show was what we had anticipated. Rumors had been flying for months that Apple would only focus on software at the show and deliver features that, frankly, it should’ve already offered in previous versions of its software and users have already been enjoying across other operating systems and third-party apps, like WhatsApp, for years.

But there were also notable omissions from the event. Despite some earlier rumors that perhaps Apple would unveil a new display at the show, there wasn’t a single piece of hardware to be found. Save for some demos of its new operating systems on its existing hardware, one would be forgiven if he or she didn’t think Apple had forgotten about hardware altogether.

Get Data Sheet, Fortune’s technology newsletter.

Speaking of forgetting hardware, what happened to the iPad? Apple conspicuously talked about all of the features we’ll be able to enjoy in iOS 10 on the iPhone, but acted as though the iPad doesn’t exist, despite iOS 10 supporting the tablets. Of course, that might have something to do with Apple’s troubled iPad division and the declining tablet market as a whole, but there are still some app experiences that are best on the iPad. And Apple didn’t talk about them.

Interestingly, Apple also nixed third-party developer demos at the event. In years past, Apple has forced us to sit through countless demos, showcasing how third-party apps take advantages of improvements inside its new operating systems. That didn’t happen this year. Instead, Apple used its two-hour-long presentation to showcase updates to its own software, including Apple Music, News, and Messages.

Thankfully, Apple also embraced diversity at WWDC.

Not so long ago, it wasn’t uncommon for Apple events (and indeed, most industry events from any company) to be led and overwhelmingly presented by white males. At WWDC 2016, Apple CEO Tim Cook kicked things off, and he quickly turned the stage over to a diverse group of people who have helped improve his company’s software. In an industry that is desperately in need of more diversity, it was nice to see Apple—arguably its leader—putting its best foot forward and promoting diversity at its annual showcase.

Perhaps the most unfortunate omission during Apple’s keynote address came during its talk about Messages. While the messaging application has received several upgrades, including support for stickers and third-party apps, Apple didn’t announce the one feature users had hoped for: Android support. Instead, Apple stuck to its guns and continued to say that Messages would work across its own operating systems without mentioning Android at all.

For more on Apple, watch:

That said, it’s possible that might change in the future. The new Messages goes a long way in competing against popular apps like WhatsApp and Facebook (FB) Messenger. Apple might have set the stage for it to deliver Messages to other operating systems at some point in the future.

Overall, WWDC was a rather boring affair that lacked the simplicity that Apple’s late co-founder Steve Jobs had long loved. But then again, Apple’s event wasn’t designed for the average consumer, but rather the developer who wants to know more about the features he or she will be able to interact with in future app iterations.

So, while it would’ve been nice to have seen new hardware, some new Macs, or even talk of iCloud encryption, all of that will need to wait for another day.

This week, as Apple made abundantly clear at WWDC, is all about software.

About the Author
By Don Reisinger
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in Tech

‘It’s called StreetEasy, not StreetHard’: Mamdani cracks down on scourge of ‘housefishing’ and ‘real estate slop’
Real EstateHousing
‘It’s called StreetEasy, not StreetHard’: Mamdani cracks down on scourge of ‘housefishing’ and ‘real estate slop’
By Tatiana SatauaJuly 22, 2026
9 minutes ago
As Washington panics about Chinese AI, Jensen Huang says open-source models like Kimi are ‘excellent’ and should be embraced, not banned
AIChina
As Washington panics about Chinese AI, Jensen Huang says open-source models like Kimi are ‘excellent’ and should be embraced, not banned
By Marco Quiroz-GutierrezJuly 22, 2026
12 minutes ago
OpenAI CEO Sam Altman sits next to U.S. President Donald Trump.
AITech regulation
OpenAI’s rogue hacking incident was a warning shot. Will it be a wake-up call to finally create AI safety regulation?
By Jeremy Kahn and Emily ForliniJuly 22, 2026
26 minutes ago
Man holding his hands open
InvestingStock
A new group of stocks is transforming global equities markets. Meet ‘Memi,’ the $3 trillion sector fueled by AI’s insatiable hunger for memory chips
By Amanda GerutJuly 22, 2026
1 hour ago
Sam Altman getting into a car
CybersecurityOpenAI
OpenAI’s models went rogue and hacked Hugging Face. It’s a wake-up call, experts say, but more concerning behavior may be next
By Beatrice NolanJuly 22, 2026
1 hour ago
Northrop Grumman launches private robot mission to strap jetpacks on aging satellites
InnovationSpaceX
Northrop Grumman launches private robot mission to strap jetpacks on aging satellites
By Marcia DunnJuly 22, 2026
4 hours ago

Most Popular

OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation
Cybersecurity
OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation
By Jeremy Kahn and Emily ForliniJuly 21, 2026
1 day ago
Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock
Success
Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock
By Sasha RogelbergJuly 20, 2026
2 days ago
Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem
AI
Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem
By Eva RoytburgJuly 21, 2026
1 day ago
Despite a $156 million contract, Knicks star Jalen Brunson still calls his parents for financial advice any time he makes a big purchase
Success
Despite a $156 million contract, Knicks star Jalen Brunson still calls his parents for financial advice any time he makes a big purchase
By Emma BurleighJuly 21, 2026
1 day ago
‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion
Success
‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion
By Sydney LakeJuly 20, 2026
2 days ago
'The audience is telling the industry something': even IMAX is stunned by Christopher Nolan's runaway 'Odyssey'
Arts & Entertainment
'The audience is telling the industry something': even IMAX is stunned by Christopher Nolan's runaway 'Odyssey'
By Tatiana SatauaJuly 21, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.