Apple 'Sherlocked' These Apps at WWDC 2025

Apple's WWDC 2025: A Closer Look at the "Sherlocked" Apps

Apple's Worldwide Developers Conference (WWDC) 2025 showcased exciting new features across its operating systems – iOS 26, iPadOS 26, macOS 26, and watchOS 26. However, some of these additions have sparked controversy, as they directly compete with existing third-party apps offering similar functionalities. This practice, commonly referred to as "sherlocking," occurs when Apple integrates a feature previously offered by a third-party application into its own software, often potentially diminishing the market share of those independent developers. The term "sherlocking" originates from an incident involving Apple's Sherlock search tool and a competing application called Watson. Watson’s developers felt Apple unfairly copied their work, leading to the widespread adoption of the term to describe this practice.

This article examines several features introduced at WWDC 2025 that have raised concerns about Apple's potential "sherlocking" of established third-party applications. While some may argue that Apple is simply integrating popular functionalities to improve the user experience, the impact on the developers of these pre-existing apps cannot be ignored.

Apple's New Features and Their Potential "Sherlocking" Impact

Below is a detailed list of the new features introduced at WWDC 2025 and the third-party apps they directly impact:

• Enhanced Spotlight with Actions

  The updated Spotlight search now offers suggested apps, commands, and custom shortcuts. Users can perform actions like creating calendar events or generating GIFs directly from the search results. This enhanced functionality significantly overlaps with the capabilities of applications such as Raycast and LaunchBar, which offer similar features focused on quick actions and system control. While Apple's integration brings this functionality to a wider audience, it inevitably reduces the demand for dedicated applications providing similar services.

• Call Assist with Screening

  This new feature silently takes calls from unknown numbers, identifies the caller's name and reason for calling, and allows users to accept or reject the call with typed responses. This functionality directly competes with popular caller identification and spam-blocking apps like Robokiller and Truecaller, which offer similar features and often provide additional functionalities, such as call recording or advanced spam detection. While Apple's integration provides a built-in solution, the question remains whether it offers the same level of sophistication or advanced features available in dedicated apps.

• Parcel Tracking in Wallet

  Leveraging Apple Intelligence, the Wallet app now automatically tracks and summarizes order status by analyzing emails from merchants and delivery services. This new feature directly challenges various package tracking apps available on the App Store, many of which offer comprehensive tracking functionalities and features not yet replicated in the integrated Apple Wallet version, like support for more delivery providers or detailed notification settings. A direct comparison reveals that while the built-in solution is convenient, existing specialized apps such as those listed under package tracking apps may continue to provide more robust features and detailed insights.

• Flight Tracking via Live Activities

  Users can now track and share flight status through Live Activities within the Wallet app, and Maps now includes airport navigation with gate and amenity information. This directly impacts dedicated flight tracking apps like Flighty, which offer more advanced flight tracking, real-time updates, and sometimes additional functionalities such as seat selection alerts or delay predictions. Apple's integration provides a basic flight tracking solution, but dedicated apps may still hold an advantage in terms of the depth and detail of information provided.

• AI Model Integration in Xcode

  Xcode 26 now integrates ChatGPT as the default coding assistant and allows developers to connect other AI models using API keys. This directly competes with AI-powered coding assistants like Alex for Xcode, which have gained popularity among developers for their ability to enhance productivity through code generation, suggestions, and debugging assistance. While Apple's integration simplifies access to AI tools, developers who depend on specific features or integrations in other AI coding assistants may find limitations in the built-in option.

• Local Capture for iPad

  Creators can now record videos locally using any video calling app and share recordings with others, facilitating podcast creation. This feature impacts apps specifically designed for remote podcast recording, like Riverside, which often provide advanced audio and video recording capabilities, editing tools, and collaborative features. While Apple's integration simplifies the process, specialized podcast recording apps might still provide more professional tools and workflows.

• Notes App for Apple Watch

  The Notes app is now available on the Apple Watch with watchOS 26. This directly affects various note-taking apps specifically designed for the Apple Watch, offering similar functionality (like those listed under note-taking apps for Apple Watch). While convenient, dedicated apps may offer specialized features or integrations that the built-in Notes app might lack, such as handwriting recognition, advanced formatting options, or cloud syncing integrations beyond iCloud.

• Allow in the Menu Bar (macOS Tahoe)

  macOS Tahoe's System Settings now provide granular control over which third-party apps can display menu bar items. This directly affects menu bar management apps like Bartender and Ice, which offer customization options beyond simple enabling or disabling of menu bar icons. While the built-in control offers basic functionality, the specialized apps may still offer advanced features and a more intuitive user experience for complex menu bar management.

• Spotlight Clipboard Search (macOS Tahoe)

  In macOS Tahoe, Spotlight now allows users to search and view their clipboard history, including text and images. This directly impacts clipboard managers such as Paste and Pastebot, which often provide more advanced features like search filtering, organization, and syncing across devices. Apple's integration offers basic clipboard history, but dedicated apps may continue to offer superior functionality and organization for users with intensive clipboard usage.

It's crucial to note that many of the third-party apps mentioned above may continue to offer additional features or a more refined user experience than Apple's built-in alternatives. Furthermore, developers are likely to adapt and innovate, differentiating their applications to remain competitive and justify continued user adoption. This ongoing evolution will be crucial for the survival and success of many apps affected by Apple's recent integrations.

We welcome your input! Are there any other features introduced at WWDC 2025 that you believe could potentially "sherlock" existing third-party apps? Share your thoughts in the comments below.

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