Amidst a pivot towards high-end devices in China, iPhone sales have faced significant challenges since the beginning of 2024, as reported by DigiTimes. The competition from brands that offer generative AI features and foldable displays has been intense. In December 2023, Apple experienced a 13% drop in revenue in China, despite previously leading in smartphone shipments.
Recent weeks have seen reports of declines as steep as 40%. The perception among Chinese consumers is that Apple’s limited AI features do not align with its reputation as an innovation leader.
DigiTimes has echoed earlier speculation that iOS 18 will introduce several new AI features. However, it emphasized the necessity for Apple to achieve notable advancements in AI to regain its competitive edge and popularity in China.
This comes as companies like Huawei continue to deepen their investments in AI research and development.
During an earnings call earlier in the year, Apple CEO Tim Cook announced the company’s efforts in generative AI, promising more details to be shared “later this year. iOS 18 is expected to be showcased at Apple’s annual Worldwide Developers Conference (WWDC) in June, with a release planned for September.
Additionally, there are rumors that some AI features may be exclusive to the iPhone 16 series, which is anticipated to feature a significantly upgraded Neural Engine.
