iOS 18's AI Features Could Revive iPhone Sales in China

[MacRumors]

iOS 18's rumored AI features could revive faltering iPhone sales in China, according to DigiTimes.

In a paywalled report, DigiTimes explains that despite the Chinese market pivoting toward high-end devices, iPhone sales have reportedly struggled since the start of 2024 in the region against rival brands offering generative AI features and foldable displays.

In December 2023, Apple reportedly saw a 13% decline in revenue in China, following months as the top smartphone brand in the country by shipments, and there have been further reports of even more severe declines of up to 40% in recent weeks. Chinese consumers apparently see Apple's diminutive selection of AI features as contradictory to its image as a pioneering brand.

DigiTimes reiterated previous rumors suggesting that iOS 18 will contain a number of new AI features, but cautioned that Apple needs to make significant progress in the AI space to meet consumer expectations and revive the company's popularity in China amid fierce competition from brands like Huawei, which are heavily investing in AI research and development.

On an earnings call earlier this year, Apple CEO Tim Cook said the company was working on generative AI and would share details "later this year." Apple is expected to preview iOS 18 at its annual developers conference WWDC in June, and the update should be released in September. Some new AI features could be exclusive to the iPhone 16 models later in the year, with the lineup rumored to get a "significantly" upgraded Neural Engine.

Article Link: iOS 18's AI Features Could Revive iPhone Sales in China

 

[JohnRckr]

People in China know that iphones are boring slabs with poor OS and thus voting with their wallets.

 

[mikelets456]

People in China know that iphones are boring slabs with poor OS and thus voting with their wallets.

I believe you're correct. The only reason I stick with Apple (iPhone) is their integration with Apple devices and other Apple users. However, they're extremely expensive for a bland product that needs updating. Their OS is preferred, however their hardware is lackluster, to say the least. A few years ago I would never consider going back to Android---now it crosses my mind from time to time. Android manufacturers are competing against each other and coming out with some really nice advances. However, Apple seems content in churning out the same bland looking devices year after year---but I do have to admit, they simply work and, as of now, that's my main priority.

 

[scrapesleon]

Wishful thinking u gon more than AI to drive sales

 

[kk200]

I believe you're correct. The only reason I stick with Apple (iPhone) is their integration with Apple devices and other Apple users. However, they're extremely expensive for a bland product that needs updating. Their OS is preferred, however their hardware is lackluster, to say the least. A few years ago I would never consider going back to Android---now it crosses my mind from time to time. Android manufacturers are competing against each other and coming out with some really nice advances. However, Apple seems content in churning out the same bland looking devices year after year---but I do have to admit, they simply work and, as of now, that's my main priority.

iOS might be considered keep private info. But it really lacks local features.
Until now, it's alarm cannot handle yearly adjusted Chinese working days correctly.

 

[Fuzzball84]

I highly doubt the lack of sales is about foldable screens and AI...

 

[simidene]

I believe you're correct. The only reason I stick with Apple (iPhone) is their integration with Apple devices and other Apple users. However, they're extremely expensive for a bland product that needs updating. Their OS is preferred, however their hardware is lackluster, to say the least. A few years ago I would never consider going back to Android---now it crosses my mind from time to time. Android manufacturers are competing against each other and coming out with some really nice advances. However, Apple seems content in churning out the same bland looking devices year after year---but I do have to admit, they simply work and, as of now, that's my main priority.

I agree. It simply works and does a good job at what it needs to do. I tried the new Samsung S24 Ultra, and the device is a beauty! The display is amazing, and have to admit it's better than the 15pro. What I found myself doing was looking for third party apps to complete daily work that IOS did natively, such as notes, the calendar app and others. Samsungs OS is the jack of all trades, but master of none. I would rather have a phone that's masters its functionality, even if its in a few areas, then have phone that is good in many but is not refined at what it does. Example, the finger print sensor though better than the P8P still is not very consistent, and the face unlock works good, though as soon as it gets dark well....doesn't work and you have to revert to your fingerprint. Also, you can't use the face unlock for banking apps etc, you have to use your fingerprint and you get my point...? But Apple does need to step it up in AI. I am not talking about with pictures, or what I believe is gimmicky stuff like circle something and it will find it for you on the web. I am referring to call screening, call translate etc..

 

[kiranmk2]

Interesting how the Apple switching & network moats that keep people in the West on iPhone/iOS don't seem to work in China. I guess sales declines of 40% in China would put a foot up Apple's backside and get developing.

 

[Surf Monkey]

The earth could fall into the sun tomorrow too, but…

 

[timber]

To run WeChat you probably don't have to go all iPhone Pro Max Extra Plus.

 

[boswald]

The iPhone is extremely expensive and still considered a luxury to a lot of people. Times are tough and people just don’t have the money right now. Just a guess, of course.

 

[xDENTALPLANx]

iPhone sales have reportedly struggled since the start of 2024

Allegedly slower sales for 8 weeks? What an incredible news story.

 

[wanha]

I very much like Apple products and have never considered switching to Android for even a second, but... even I have to admit the iPhone is kind of... boring.

The OS works well, but it's bland and not nearly as delightful as it could or should be (I feel Apple started toward "the land of bland" with iOS 7 and it's flat design).

Consumers want to be excited by new things, and hopefully Apple's recent struggles in China highlight this fact to the management.

Give us depth to the interface, make things more fun, and throw in some new features... and stop playing it so goddamn safe.

 

[SmugMaverick]

Some incredible copium going on.

Apples AI is going to be the most basic stuff like magic eraser or auto translate in iMessage.

 

[Arid]

drop in sales has more to do with big brother's displeasure with Apple moving some of its manufacturing out of China than anything else.

 

[Harthag]

To run WeChat you probably don't have to go all iPhone Pro Max Extra Plus.

WeChat runs so much better on Android. On an S24+. With Google translate integration I can type in English and it converts to Chinese as I'm typing. On iPhone also with Google translate integration I need to type my entire message and press "translate" and then send.

Competitors are working on foldables, AI, smart rings, ridiculous cameras. Apple can't even get Siri right and is focused on emojis.

I used Google Gemini and circle to search extensively yesterday while shopping for plants. Normally I'd need to look at the tag on the plant and manually search the name on my phone. With Android now I can take a quick photo and circle the plant, instantly throwing out several images and links of what the plant is. Alternatively, I can open Gemini and take a photo of the plant, and it'll tell me what it is if I ask "what is this plant?" All running native on the phone without using a shortcut or other step(s).

 

[mikelets456]

drop in sales has more to do with big brother's displeasure with Apple moving some of its manufacturing out of China than anything else.

I can't believe I didn't think of that and you're absolutely correct. Their government used to use the iPhone exclusively---not so much now:

• More Chinese government officials have been told to stop using iPhones, according to Bloomberg.
• The country's iPhone crackdown has now reportedly expanded to at least eight Chinese provinces.
• Apple is facing a headache in China amid government pressure and competition from Huawei.

China is stepping up its iPhone crackdown

Staff in state firms and government departments in at least eight Chinese provinces are being told not to bring their iPhones and other Western phones to work, per Bloomberg.

www.businessinsider.com

 

[SmartyDuplex]

I don't think this will work, and I even doubt whether the AI function of iOS 18 can be used in China.
It will be very difficult for an American company to provide AI services to Chinese users at present. The United States seems very unfriendly to the export of AI technology or products to China at present, and China is also very unfriendly to take local user data away from the local area for analysis.
So……

 

[Fuzzball84]

I very much like Apple products and have never considered switching to Android for even a second, but... even I have to admit the iPhone is kind of... boring.

The OS works well, but it's bland and not nearly as delightful as it could or should be (I feel Apple started toward "the land of bland" with iOS 7 and it's flat design).

Consumers want to be excited by new things, and hopefully Apple's recent struggles in China highlight this fact to the management.

Give us depth to the interface, make things more fun, and throw in some new features... and stop playing it so goddamn safe.

I know what you're saying.. but it's just a phone. It's become a washing machine... everyone has a phone, and they have mostly been doing the same things for the past 10 + years now.

You use your washing machine to wash things... and you just want it to work well, so you can do other things. You use your phone to call, message, read, watch and listen. It doesnt have to be exciting.. it just has to work, and work well, and last long.

You get to a point where the excitement is not what your phone is about, but what you use it to do. To connect with people, explore a place, to read something exciting. Sure new features are nice to have, but they don't have to be exciting.

And in this century there really has to be a shift away from consumerism as it was in the last. Its environmentally and economically unsustainable... otherwise we are going to be wading through iPhones in the sea, buried in the land...

The true cost of an iPhone is more than what you pay at retail... there is the cost of dealing with it after it's been used for x years.

At least Apple take them back for "free" or trade in.

 

[Surf Monkey]

WeChat runs so much better on Android. On an S24+. With Google translate integration I can type in English and it converts to Chinese as I'm typing. On iPhone also with Google translate integration I need to type my entire message and press "translate" and then send.

Competitors are working on foldables, AI, smart rings, ridiculous cameras. Apple can't even get Siri right and is focused on emojis.

I used Google Gemini and circle to search extensively yesterday while shopping for plants. Normally I'd need to look at the tag on the plant and manually search the name on my phone. With Android now I can take a quick photo and circle the plant, instantly throwing out several images and links of what the plant is. Alternatively, I can open Gemini and take a photo of the plant, and it'll tell me what it is if I ask "what is this plant?" All running native on the phone without using a shortcut or other step(s).

It does seem to me that Apple could do well making a dedicated iOS camera device that isn’t iPhone. Demand for dedicated point and shoots is increasing and there’s an argument that integrating high end camera hardware with phones is a case of swiftly diminishing returns at this point.

Additionally, given how advanced many dedicated music players are these days Apple could do well bringing the iPod back as a genuine high end audiophile device.

Of course neither of these will ever happen but it’s fun to dream.

 

[Surf Monkey]

I know what you're saying.. but it's just a phone. It's become a washing machine... everyone has a phone, and they have mostly been doing the same things for the past 10 + years now.

You use your washing machine to wash things... and you just want it to work well, so you can do other things. You use your phone to call, message, read, watch and listen. It doesnt have to be exciting.. it just has to work, and work well, and last long.

You get to a point where the excitement is not what your phone is about, but what you use it to do. To connect with people, explore a place, to read something exciting. Sure new features are nice to have, but they don't have to be exciting.

And in this century there really has to be a shift away from consumerism as it was in the last. Its environmentally and economically unsustainable... otherwise we are going to be wading through iPhones in the sea, buried in the land...

The true cost of an iPhone is more than what you pay at retail... there is the cost of dealing with it after it's been used for x years.

At least Apple take them back for "free" or trade in.

The United States sold its manufacturing infrastructure for parts back in the ‘80s and ‘90s. Prior to that time this nation was capable of making all sorts of products that could last a lifetime. The planned obsolescence inherent in the constant upgrade cycle is a relatively recent trend driven primarily by corporate boards and investors who demand ever increasing profit margins.

There’s a glimmer of hope though. For example, the textile industry is slowly rebuilding its domestic supply chain and clothing manufacturing capacity. Other industries are doing the same. Perhaps one day we’ll get back to buying something once and not needing to upgrade it ever again.

 

[aidler]

Shouldn't the export of cutting-edge AI technology to China be banned?

 

[Fuzzball84]

Shouldn't the export of cutting-edge AI technology to China be banned?

But they will just develop their own... and in general, tech in Asia is super advanced. Countries can try to control/protect IP and ban exports... but they can't ban other countries from developing their own.

Every country on the planet is reliant on manufacturing in another part of the world. It happened over decades but I don't think much thought was given to what would happen in the event of wars.. or trade wars.

I mean just look at the problems happening off the coast of Yemen. Anyone with any basic knowledge of the region could tell you that trade route was precarious and unreliable.

But we got to have those cheap products.

 

[dampfnudel]

AI won’t be enough. What users in China want is a redesign of some sort. Many of them want an iPhone 16 Pro that can’t be confused with the 13 Pro, 14 Pro or 15 Pro. If it basically looks the same, sales will continue to slide. Maybe that’s why there’s an indication that Apple may be trying to change the look of the camera cluster.

 

[bigboy29]

Once iOS 17.4 releases (with new iMessage encryption) - I am going to guess that there will be even more bans of Apple device use in China.

All the comments about "Apple devices are boring" are kind of hilarious to me, considering what the alternatives require (unless you are running something like GrapheneOS on your Android device).