From iPhones to AI to a new design language, these were Apple’s hits and misses this year.

BY FAST COMPANY

[Source Images: Apple and Pixabay]

The tech industry has endured another turbulent year, buffeted by the continued rise of artificial intelligence and the economic threats posed by President Donald Trump’s tariffs. Even the most prominent companies encountered challenges they never imagined they’d have to face. As 2025 comes to a close, here are Apple’s biggest wins and greatest failures of the year.

Without a doubt, Apple’s biggest win of 2025 is the iPhone 17 series, which includes the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. Myriad reports suggest that iPhone 17 series sales have exceeded both Apple’s and investors’ expectations.

Apple redesigned the iPhone 17 and iPhone 17 Pro this year, giving the former a much-improved display, a vastly better camera system, and longer battery life. The Pro versions got an all-new unibody design, the best cameras in an iPhone ever, and up to 39 hours of battery life.

While these improvements are mainly iterative, they ticked the boxes that consumers care most about in their phones: camera and battery life. And those consumers have rewarded Apple for it. iPhone 17 sales have surged in the U.S. and, more importantly, in China, the world’s largest smartphone market after the USA. Apple’s iPhone sales were a key factor in the recovery of the company’s stock, after it got hammered earlier this year........

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