Apple's innovative AI features have been rolling out gradually across different regions, with some markets still waiting for full implementation. After recently expanding Apple Intelligence to the European Union with iOS 18.4, the tech giant is now preparing to bring its AI capabilities to China, one of its most challenging yet crucial markets.
China Launch Expected in May with iOS 18.5
Apple is reportedly planning to launch Apple Intelligence in China as early as May 2025, coinciding with the release of iOS 18.5. This strategic move comes at a critical time for the company, which has experienced seven consecutive quarters of declining iPhone shipments in the region. According to market analysis, Apple's shipments in China dropped by 9 percent in the first quarter of this year, as the company continues to lose ground to local competitors like Xiaomi, Huawei, Vivo, and Oppo.
Apple Intelligence Features Currently Available
While some features like Personalized Siri have been delayed, Apple Intelligence still offers significant functionality to compatible devices. Visual Intelligence, one of the cornerstone features that has already launched, allows users to point their iPhone camera at objects, businesses, plants, or text to receive contextual information and interactive options. Users can identify flora and fauna, check business hours, translate text, and even ask questions about what they're seeing through an integrated ChatGPT-like interface.
Device Compatibility and Requirements
Not all iPhone users can access Apple Intelligence features like Visual Intelligence. Currently, the feature works on iPhone 16 models running iOS 18.2 or later, and on iPhone 15 Pro and iPhone 15 Pro Max with iOS 18.4 or newer. Users must also have Apple Intelligence activated in their settings. The feature can be accessed through various methods depending on the device, including the Camera Control button on iPhone 16 models or through customizable shortcuts on compatible devices.
Apple Intelligence Device Compatibility:
- iPhone 16 series (iOS 18.2+)
- iPhone 15 Pro & Pro Max (iOS 18.4+)
- iPhone 16E (iOS 18.3+)
Market Strategy and Sales Impact
Apple has observed a direct correlation between Apple Intelligence availability and iPhone sales performance, with higher sales reported in regions where the service is available. This pattern suggests that bringing Apple Intelligence to China could potentially reverse the company's declining market share in the region. Chinese consumers have increasingly favored local brands that offer innovative designs and features, including foldable devices, which Apple has yet to introduce to its lineup.
Innovation Gap in the Chinese Market
One of the key challenges for Apple in China has been the perception that it lacks innovation compared to domestic competitors. While Apple maintains strong sales in North America, Chinese consumers have been drawn to local brands offering novel form factors and cutting-edge features. The introduction of Apple Intelligence could help bridge this innovation gap by providing unique AI capabilities, potentially making the iPhone more attractive to Chinese consumers despite the lack of design changes or foldable options.
Visual Intelligence Access Methods:
- Camera Control button (iPhone 16 series)
- Customized Action Button (iPhone 16E, 15 Pro models)
- Lock screen shortcut (customizable)
- Control Center shortcut
Additional Updates in iOS 18.5
Beyond Apple Intelligence, iOS 18.5 will also introduce other features like new Pride wallpapers. While these aesthetic additions may not directly impact sales, they represent Apple's ongoing commitment to regular feature updates and customization options for users. The combination of these smaller updates with the major addition of Apple Intelligence functionality could make iOS 18.5 a significant release for the Chinese market.
