Our analysts took a look at the first half of this eventful year and provided their own very specific—albeit unlikely—predictions at what could happen in the second half of the year and beyond.

On today’s podcast episode, we discuss our ‘very specific, but highly unlikely’ predictions for 2025. What would happen if Google preemptively broke itself into smaller pieces, if online shopping flatlined, and if the audio ad space doubled in size in short order. Join Senior Director of Podcasts and host Marcus Johnson, Director of Reports Editing Rahul Chadha, and Senior Analysts Blake Droesch and Max Willens. Listen everywhere and watch on YouTube and Spotify.

Latin America’s ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

The news: Snap announced its sixth-generation AR smart glasses at the 2025 Augmented World Expo (AWE). The wearables will be available to the public for the first time since 2016, potentially unlocking a new revenue stream beyond ads. The lightweight consumer smart glasses, called Specs, will launch in 2026 and include an “ultra-powerful wearable computer.” Our take: Snap’s next-gen smart glasses could diversify its revenue streams and show off its AR prowess. But unless the price tag is affordable and competitive, users may continue to just use Snapchat’s AR filters on their phones.

The news: Smartphone makers and developers may be misplacing their focus on on-device AI as consumer interest nose-dives from already low levels. Only 3% of smartphone owners are willing to pay extra for AI features, per CNET’s 2025 Smartphone Innovation Survey, down from 6% in September. Our take: Enterprise customers may be a better bet for on-device AI adoption considering public consumers’ disinterest and privacy concerns. To boost use among consumers, smartphone makers could focus on easy-to-use features that are accessible to those new to AI and roll out AI upgrades incrementally rather than all at once to avoid AI overload.

he news: At WWDC 2025, Apple announced its upcoming macOS 26 Tahoe, marking the final operating system supporting Intel-based Macs and the end of a computing era. Apple’s transition will accelerate replacement cycles for millions of business users and marketing technology stacks. ur take: The shift will require a massive reset for Apple-reliant companies. They will need comprehensive technology audits across devices and software to weed out unsupported tools. Organizations delaying transitions, particularly for models that have already lost support, risk security vulnerabilities and performance limitations, affecting campaign execution and creative production timelines.

The news: This week’s Apple Worldwide Developers Conference (WWDC) will be a critical opportunity for Apple to define its AI transformation after a year of missteps, unfulfilled promises, and user fallout. Our take: Apple must convince users and developers that its platform is where meaningful AI happens. Leaning solely on OS and service updates won’t cut it, and ignoring its AI roadmap risks slowing iPhone and Mac upgrade cycles. The pressure is mounting. Samsung and Google are packing AI into their next phones, and 1 in 5 iPhone users say AI features could drive their next smartphone upgrade, per CNET.

The news: Meta is planning another VR headset, codenamed Loma, to compete with Apple’s beleaguered Vision Pro, per The Wall Street Journal. The product will look similar to its Ray-Ban Meta Smart Glasses—rather than a traditional headset goggles design—and feature higher-fidelity video than the Quest line of headsets. Meta is offering millions of dollars to Disney, A24, and others for exclusive IP-based gaming content to avoid the Vision Pro’s pitfall of lacking compelling content. Our take: Meta’s renewed headset push shows the company is learning from past missteps, but success will hinge on whether Loma can offer must-have experiences at a justifiable price.

Apple’s appeal against DMA rules frames interoperability as a privacy risk, testing how far regulators can go in dismantling its tightly guarded ecosystem.

Netflix and BBC team up for new podcast: While Netflix teases video podcasts on its own platform, work needs to be done to win over audiences.

Handheld dominance and low VR adoption signal a reality check for immersive tech as gaming habits shift toward flexible, social experiences.

A 25% iPhone tariff risks upending Apple’s manufacturing strategy and slamming profits just as it dives deeper into AI.

New subscription links inside the iOS app are already driving Premium spikes, showing how much Apple’s restrictions held developers back.

Drivers overwhelmingly prefer voice assistants over drive-thrus, presenting a ripe opportunity for restaurants to cash in on convenience and curbside cravings.

Meta pays creators for traffic, Spotify wins in-app freedom post-Epic ruling, and Amazon’s Zoox expands robotaxi testing despite software recalls.

Apple’s Fortnite feud, Amazon’s device division cuts, and Apple Music’s new user lure reveal how tech titans are adjusting strategies in a volatile regulatory and consumer landscape.

Google’s AI is expanding fast and meeting demand, but users could be wary about data collection in their homes and vehicles.

AR/VR continues to evolve as a tool for marketers and retailers to develop deeper consumer engagement. Long-term growth will be helped by AI integrations and demographic shifts. And while gaming is still the top use case, smart glasses are on the rise.

A 90-day pause in tariffs added over $800 billion to the Magnificent Seven’s market cap, revealing just how damaging trade tensions had been for investor confidence.