Apple's Siri AI rollout in China to take longer, Tim Cook says

Apple on Thursday signaled a cautious entry into China's competitive artificial intelligence arena, revealing that a handful of on-device features will arrive first, while a fully revamped Siri AI remains a longer-term goal. Chief Executive Tim Cook said during an earnings call that the initial rollout includes the Clean Up photo-editing tool, but added that more work is needed before Siri AI can be fully integrated in the mainland.

First AI features land in China

Mainland Chinese consumers will be the first to receive a targeted suite of original Apple Intelligence capabilities, according to Cook. The Clean Up tool, which lets users erase unwanted objects from photos, is the most visible of these early offerings. Cook told analysts that these features are at the "front end" of Apple's AI deployment in the region, with more substantial Siri enhancements still in development. "We are working now through the roll-out of those, and there will be more work required down the road for Siri AI," he said during the call.

The selective approach reflects the technical and regulatory hurdles of adapting AI for the Chinese market. Apple has said it needs to work with local partners to ensure compliance and reliability, though the company has not named any collaborators publicly. Industry watchers expect the company to eventually pair with a domestic AI provider, similar to its moves in other regions.

Why Apple is leaning on AI

Apple's push into AI features is a strategic response to intensifying competition in China, the world's largest smartphone market. Domestic rivals such as Huawei, Xiaomi, and OPPO have been rapidly integrating generative AI into their devices, offering everything from voice assistants to real-time translation. Apple, which has traditionally led on hardware but lagged on AI, now finds itself defending its premium position.

The rollout of Apple Intelligence is seen as a crucial step to keep the iPhone competitive and retain loyal customers. However, analysts point out that a degraded Siri experience in China could hurt Apple's appeal, especially among younger consumers who expect cutting-edge features. "The stakes are high," said a technology analyst in Shanghai. "If Apple doesn't deliver a compelling AI experience, Chinese users may switch to local brands that offer more advanced capabilities."

Mixed financial signals

The announcement of the AI expansion came alongside disappointing regional financial results. Apple's total revenue in mainland China, Hong Kong, Taiwan, and Macau rose 22 per cent to US$18.8 billion for the quarter ended June 27, but that figure still fell short of Wall Street's estimate of US$19.6 billion. Globally, Apple performed better, with revenue climbing 16 per cent year-on-year to US$109.4 billion, driven by a 22 per cent surge in iPhone sales.

The China miss highlights the intense pressure Apple faces in a market where consumers are increasingly price-sensitive and nationalistic. While the company has managed to grow in China, the pace has not matched broader expectations. Cook's comments suggest that Apple views AI as a key driver to reaccelerate growth, but the slower-than-hoped Siri timeline could dampen near-term enthusiasm.

A long road ahead

Apple's gradual AI approach in China contrasts with the more aggressive launches from its competitors. The company appears to be prioritizing stability and quality over speed, but that strategy carries risks. As Chinese rivals continue to iterate and improve their AI offerings, any delay could widen the perceived gap.

Looking forward, Apple is expected to deepen its AI partnership ecosystem in China, potentially with local cloud providers or technology firms. The company has not disclosed a timeline for the full Siri AI deployment, but Cook's cautious tone suggests it may be a year or more away. For now, the initial features will serve as a test bed, allowing Apple to gather feedback and adjust its approach. The next few quarters will be critical to determine whether this incremental strategy can stop the erosion of Apple's market share in the region.