Apple’s efforts to expand its artificial intelligence features to China face significant hurdles, according to The Information. The company is navigating complex negotiations with Baidu, one of China’s leading tech giants, to introduce Apple Intelligence in the region by next year. While Apple Intelligence has been rolled out in several global markets, its absence in China highlights the challenges of adapting cutting-edge AI to meet the country’s strict regulatory environment.
China’s stringent controls on data privacy, content moderation, and national security require any AI technology to gain approval from local authorities. These legal barriers have prompted Apple to partner with Baidu to accelerate the process. Baidu, known for its advanced Ernie 4.0 large language model, has been tapped to provide the foundational AI technology needed for Apple’s offerings in China. However, aligning the goals and technological approaches of both companies has proven to be a daunting task.
One key point of contention is how the AI should operate for users. Baidu’s preference leans toward leveraging the vast dataset that trained its Ernie 4.0 model, whereas Apple prioritizes a personalized experience grounded in the data generated by users on their iPhones. Apple’s stringent privacy standards prohibit user data from being stored or analyzed externally, putting the two companies at odds. Baidu’s push to retain and study iPhone user interactions with the AI runs counter to Apple’s policies, further complicating the partnership.
The technical challenges are no less significant. Early testing of the AI’s capabilities has revealed shortcomings in the Ernie model’s ability to interpret prompts and deliver accurate responses tailored to the Chinese market. Engineers from both sides are reportedly racing to fine-tune the system, ensuring it works seamlessly both through cloud integration and on Apple devices.
This collaboration—unlike Apple’s cost-free arrangement with OpenAI for other markets—involves Apple paying Baidu for access to its AI models and covering related computational expenses. The stakes are high for Apple, as its iPhone sales in China have declined for three consecutive years.
Despite the difficulties, Apple’s choice to work with Baidu reflects a pragmatic approach to navigating China’s regulatory landscape. Baidu already provides default search services for Siri and Safari in the region, making it a logical partner for expanding AI capabilities.
