Apple’s introduction of Liquid Glass at WWDC 2025 represents far more than a visual refresh. It’s a calculated strategic repositioning that reveals how the company thinks about the next decade of human-computer interaction. While the design community debates readability and the tech press focuses on the absence of major AI announcements, Apple is quietly executing a playbook that should feel familiar to anyone who remembers the iPhone’s introduction: prepare users for a paradigm shift by making the transition feel inevitable.
This isn’t Apple’s first rodeo with controversial design changes. The move from skeuomorphic design in iOS 6 to the stark minimalism of iOS 7 sparked similar debates about usability and aesthetic merit. Critics lambasted the “too thin” fonts and complained about reduced affordances (the visual cues that tell users what they can interact with). Yet within two years, the entire industry had adopted flat design principles, from Google’s Material Design to Microsoft’s Metro language.
The pattern is instructive: Apple doesn’t just change design for aesthetic reasons. Each major visual overhaul has preceded a fundamental shift in how we interact with technology. Skeuomorphic design made sense when touchscreens were new and users needed familiar metaphors (buttons that looked like physical buttons, bookshelves that looked like real shelves). Flat design emerged when users had internalized touch interactions and no longer needed heavy visual scaffolding.
Now, with Liquid Glass, Apple is preparing users for a world where the screen itself becomes less relevant.
The timing isn’t coincidental. Apple explicitly credits visionOS as the inspiration for Liquid Glass, and for good reason. In augmented reality, interface elements must coexist with the physical world. They can’t be opaque rectangles that block your view. They need to be translucent, layered, and contextually aware. As Alan Dye noted during the visionOS introduction, “every element was crafted to have a sense of physicality: they have dimension, respond dynamically to light, and cast shadows.”
This isn’t just about making interfaces prettier. In AR, visual affordances work differently. A button that casts realistic shadows and responds to virtual lighting feels more “real” when floating in your living room than a flat, colored rectangle. The glass metaphor makes intuitive sense when you’re literally looking through a device at the world around you.
By introducing these concepts on traditional screens first, Apple is doing what it does best: making the unfamiliar feel familiar. When users eventually put on AR glasses, the interface paradigms won’t feel foreign. The translucent panels, the layered depth, the environmental responsiveness will all feel like a natural extension of what they already know from their iPhone.
This design shift also plays to Apple’s core strategic advantage: vertical integration. Liquid Glass isn’t just a visual flourish. It’s a technical showcase that demonstrates the tight coupling between Apple’s hardware and software. The real-time blurs, dynamic transparency effects, and contextual lighting require serious GPU horsepower and optimized rendering pipelines. It’s the kind of feature that runs silky smooth on an iPhone with Apple Silicon but might stutter on competing hardware.
This creates what economists call a “complementary good” effect. The new design language makes Apple’s hardware more valuable by showcasing capabilities that competitors can’t easily match. It’s similar to how Retina displays created a virtuous cycle: high-resolution screens made iOS look better, which drove demand for Apple devices, which justified the cost of those expensive displays.
The unified design language across all Apple platforms (from Apple TV to Vision Pro) reinforces this advantage. Developers can design once and trust that the visual language will work consistently across the ecosystem. Users experience cognitive continuity when switching between devices. These network effects are incredibly difficult for competitors to replicate without controlling both hardware and software.
While the tech press fixated on Apple’s relatively quiet AI story at WWDC 2025, the company was executing a more subtle strategy. Rather than engaging in the current LLM arms race (where it’s demonstrably behind), Apple doubled down on what it does best: creating compelling user experiences through design and integration.
This mirrors Apple’s historical approach to new technologies. They’re rarely first to market, but they’re often first to market with a polished, integrated experience. They didn’t invent the smartphone, the tablet, or the smartwatch, but they defined what those categories could be.
The same pattern appears to be playing out with AI. While competitors race to stuff large language models into everything, Apple is taking a more measured approach. The Liquid Glass design language actually creates opportunities for more contextual AI interactions. Imagine smart suggestions that appear as translucent overlays, or AI-generated content that floats naturally over your existing workflow. The glass metaphor provides a visual framework for AI that feels ambient rather than intrusive.
Of course, every design decision involves tradeoffs. Early feedback on Liquid Glass has raised legitimate concerns about readability and cognitive load. Translucent interfaces can reduce contrast and make text harder to read. The “glass” metaphor can be confusing on a touchscreen, where users directly manipulate elements rather than looking through them.
But Apple has navigated these challenges before. iOS 7’s initial release had similar problems: ultra-thin fonts that were hard to read, blue text links that didn’t look clickable, animations that made some users motion sick. Apple responded with gradual refinements: thicker fonts, higher contrast, optional accessibility settings, and more obvious interactive elements.
The same evolution will likely happen with Liquid Glass. Apple has historically been responsive to accessibility concerns, and they’ve already provided settings like “Reduce Transparency” and “Increase Contrast” in previous iOS versions. The company can afford to start with a bold vision and refine based on feedback, especially when that vision serves larger strategic goals.
Perhaps most importantly, Liquid Glass creates what Paul Graham would recognize as a network effect in design language. When Apple changes direction, it doesn’t just affect Apple. It influences the entire industry. Developers building for iOS will adopt the new design patterns. Designers at other companies will create similar aesthetics to stay current. Web designers will implement glassmorphism effects to match user expectations set by their phones.
This industry influence multiplies Apple’s strategic advantage. Even users of non-Apple devices will encounter Apple-influenced design patterns, making the eventual transition to Apple products feel more natural. It’s a form of cultural lock-in that extends far beyond Apple’s direct ecosystem.
The introduction of Liquid Glass reveals Apple’s theory about the future of computing: we’re moving toward ambient, spatial interfaces that blend digital and physical reality. Touch will remain important, but it won’t be the primary interaction model forever. Voice, gesture, and contextual awareness will play larger roles.
By establishing the visual and conceptual framework now, Apple is preparing both users and developers for this transition. When lightweight AR glasses eventually become mainstream (whether in two years or ten), the interface paradigms will already feel familiar.
This is strategic design thinking at its finest: using aesthetic choices to enable future product categories while strengthening current competitive advantages. It’s the kind of long-term planning that has made Apple one of the world’s most valuable companies, and it suggests they’re not content to rest on the iPhone’s success.
The real question isn’t whether Liquid Glass will succeed aesthetically. Apple’s design changes always face initial resistance. The question is whether Apple can execute the broader vision it represents: a seamless transition from touch-first to spatial-first computing, with Apple’s integrated ecosystem at the center.
If history is any guide, we’ll all be using glass-like interfaces within five years, wondering how we ever lived without them.