I think they’re painted into a corner with WWDC. Everything has to be a crowd pleasing brain busting wow drop each year. I’m certain there are teams that design their entire workflow around the yearly wwdc. It honestly feels like an executive leadership problem to solve.
If that is a significant part of the problem, then moving WWDC from an in-person keynote attended mostly by nerds and glanced at by the media to an overproduced movie geared at the media and ordinary consumers first probably didn't help. They could've gone back to a stage presentation after COVID, but some of that transition had already been happening prior to that (I recall an increase in how many jokes/bits they were doing in the late 2010's, although that could just be my perception).
