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

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

iOS 18 Mock Siri Feature Baubles
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.

Tags: China, DigiTimes

Top Rated Comments

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Fuzzball84
27 months ago
I highly doubt the lack of sales is about foldable screens and AI...
Score: 15 Votes (Like | Disagree)
mikelets456 Avatar
mikelets456
27 months ago

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.
Score: 12 Votes (Like | Disagree)
Arid Avatar
Arid
27 months ago
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.
Score: 9 Votes (Like | Disagree)
SmugMaverick Avatar
SmugMaverick
27 months ago
Some incredible copium going on.

Apples AI is going to be the most basic stuff like magic eraser or auto translate in iMessage.
Score: 8 Votes (Like | Disagree)
dampfnudel Avatar
dampfnudel
27 months ago
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.
Score: 7 Votes (Like | Disagree)
Surf Monkey Avatar
Surf Monkey
27 months ago

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.
Score: 7 Votes (Like | Disagree)
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