The Apple Siri AI icon is being displayed on a smartphone, with Apple Intelligence in the background.
Jonathan Raa | Nurphoto | Getty Images
Apple’s big artificial intelligence push faces some big challenges in China — one of the iPhone maker’s most critical markets — as Beijing maintains strict rules around the buzzy technology.
The uncertain path in China comes at a time when Apple’s market share is being eroded in the world’s second largest economy by a resurgent Huawei and other local smartphones players, which are talking up their AI features.
Apple Intelligence is the Cupertino giant’s play that aims to bring AI across its devices. It features an improved version of Apple’s voice assistant Siri, as well as features that automatically organize your email or transcribe and summarize audio footage.
Apple said that Apple Intelligence will roll out in U.S. English this fall, with additional languages, features and platforms due to arrive over the course of next year. The company was, however, quiet on the product offering in China during the AI launch at its annual developers conference this month.
That’s likely to do with China’s stringent rules on AI, analysts told CNBC, as Apple tries to figure out how to approach the complex market.
“China is in another world when it comes to AI given the regulatory environment there, so China is a big asterisk on Apple’s big announcements last week,” Bryan Ma, vice president of devices research at IDC, told CNBC via email.
Beijing has enacted various regulations over the past few years focused on areas ranging from data protection to large language models — the massive sets of data that underpin applications like ChatGPT.
China’s AI market is heavily regulated. Some of the rules include requirements for LLM providers to get approval for the commercial use of their models. Generative AI providers are also responsible for taking down “illegal” content.
Apple’s China AI challenges
Navigating these rules will be tricky for Apple.
Firstly, some of the features of Apple Intelligence are based on Apple’s own language model, which runs on both the phone and on the company’s own servers.
Under Chinese rules, Apple would likely need to get its AI model approved by authorities.
Secondly, one of the biggest announcements this month was that Apple’s voice assistant Siri can tap into OpenAI’s ChatGPT for certain requests — but ChatGPT is banned in China, meaning Apple would have to find an equivalent domestic partner.
Baidu and Alibaba are among China’s technology giants that have their own LLMs and voice assistants, ranking them as companies with which Apple can potentially partner.
Meanwhile, China’s internet is heavily censored with regulators concerned about the potential for AI services to generate content, which may go against Beijing’s views or ideology.
The likelihood is that Apple will have to build an on-device AI model and a cloud-based AI model that complies with local regulations, Canalys analyst Nicole Peng told CNBC over email.
The other part of the equation on AI for Apple to be successful in China, according to CCS Insight Chief Analyst Ben Wood, is for the company to create a localized AI experience on its devices that appeals to Chinese users.
“Localising the Apple Intelligence experience will be a major challenge for Apple,” Wood told CNBC. “As with all technology deployments, there are nuances to the way the service is delivered to respect the specific customs, regulations and use cases in a particular country.”
Privacy
A key part of Apple’s pitch during the AI launch was its focus on privacy. The company announced Private Cloud Compute, whereby AI is processed on servers owned by Apple. Apple said that data processed is not stored.
Whether the tech titan will be able to fully own its own servers is another question. Chinese iCloud data is stored inside servers located in China which are run by a third party.
This could mean Apple might require a similar partnership for its AI computing servers, opening the tech giant up to critcisms about how private the data actually is.
“Maintaining complete user privacy in an AI era in heavily regulated markets such as China will be the biggest test for Apple yet,” Neil Shah, partner at Counterpoint Research, told CNBC. “Its going to be challenging for Apple to have fully controlled own private compute servers in China.”
CCS Insights’ Wood said Apple’s focus on privacy could help introduce AI features to the market. China passed a major data protection law in 2021, which looks to limit how information is collected and stored.
“Apple’s on-going focus on privacy and security practices may help placate local regulators and Apple has not been afraid to make concessions when required,” Wood said.
Apple’s path to AI in China
CNBC has contacted Apple over Private Cloud Compute and the company’s AI ambitions in China. A spokesperson did not directly address those questions, but pointed CNBC to an interview in the Fast Company business magazine with Craig Federighi, Apple’s senior vice president of software engineering.
Federighi expressed the desire to bring Apple Intelligence to China.
“We certainly want to find a way to bring all of our best product capabilities to all of our customers,” he said in the Fast Company interview, adding that “in some regions of the world, there are regulations that need to be worked through.”
The Apple executive said the process was under way to introduce the AI products to China, but gave no timeline.
Smartphone makers globally are talking up their AI features as a way to sell high-end phones to consumers who want to hold onto their device for longer.
Apple has been facing a number of challenges in China, where its market share fell to 15% in the first quarter of 2024, versus 20% in the same period the year before, according to Canalys data. Huawei, whose smartphone business was crippled by U.S. sanctions, revived once more and is now the biggest smartphone player in China, where it competes with Apple with phones targeting the premium segment.
Apple’s lag behind domestic rivals in launching AI features in China is unlikely to be detrimental to iPhone sales.
“For Apple, deploying China-grade Apple Intelligence is going to be a marathon and not a sprint. It will be deployed in phases over the years until Apple is confident and until then it will have to face some competition,” Counterpoint Research’s Shah said.
Wood said Apple’s control of its hardware and software integration will allow it to deliver a different experience from that of its rivals.
“Apple has an uncanny ability to explain its services and features better than rivals, even if it is essentially delivering the same experience or a subset of what rivals can offer,” Wood said.
“Despite the current focus on AI by rival China-based smartphone makers, Apple should still be in a strong position.”
Dario Amodei, Anthropic CEO, speaking on CNBC’s Squawk Box outside the World Economic Forum in Davos, Switzerland on Jan. 21st, 2025.
Gerry Miller | CNBC
This is CNBC’s Morning Squawk newsletter. Subscribe here to receive future editions in your inbox.
Here are five key things investors need to know to start the trading day:
1. To be, or not to be
Buzzy artificial intelligence startup Anthropic has found itself at odds with the White House over regulatory policy for the AI industry. CEO Dario Amodei jumped into the discourse yesterday to push back on claims that the company is “woke.”
Here’s what to know:
Anthropic has largely struck a different tone on AI regulation than its competitor OpenAI. The company opposed a proposed amendment to President Donald Trump’s “One Big Beautiful Bill Act.” that would have suspended state-level AI law.
As a result, David Sacks — the venture capitalist serving as Trump’s AI and crypto czar — has chastised Anthropic. He said the company is running its regulatory strategy around “fear mongering” and has positioned “itself consistently as a foe of the Trump administration.”
LinkedIn co-founder Reid Hoffman came to Anthropic’s defense on Monday, calling the company “one of the good guys.” Hoffman’s vote of confidence is particular noteworthy given his investments in rival OpenAI.
Sacks shot back at Hoffman, writing on social media that Anthropic is looking to “backdoor Woke AI and other AI regulations.”
Anthropic’s Amodei said yesterday that the company is aligned with the White House on “key areas of AI policy” and shares goals with the administration and lawmakers on both sides of the aisle.
2. Tax troubles
In an aerial view, the Netflix logo is displayed above Netflix corporate offices on October 7, 2025 in Los Angeles, California.
Mario Tama | Getty Images
Netflix missed analysts’ earnings per share estimates for the third quarter, pushing shares down more than 7% in overnight trading. The streamer placed blame for its weaker-than-expected report on an expense stemming from a dispute with Brazilian tax authorities.
The California-based company’s report comes after it announced on Tuesday that it will bring the hit animated film “KPop Demon Hunters” to the toy market. Netflix said it will partner with toymakers Hasbro and Mattel on various items tied to the movie.
An American flag flies at Warner Bros. Studio in Burbank, California, on Sept. 12, 2025.
Mario Tama | Getty Images
Warner Bros. Discovery said yesterday that it’s open to a sale, as the media giant gears up for a corporate split up. Investors appeared to like this news, with shares jumping 11% in the session.
The HBO and CNN parent said it will review all of its options after getting “unsolicited interest” from multiple parties. While the company previously announced plans to break its business into two, it has also seen takeover interest by fellow industry titan Paramount Skydance.
Speaking of HBO, Warner Bros. Discovery announced yesterday that it is hiking prices for the network’s streaming platform.
4. Confessions of a shopaholic
People look for discounts in a local store, in New York, U.S., December 25, 2023.
Eduardo Munoz | Reuters
Shoppers are feeling “discount burnout” heading into Black Friday and Cyber Monday, according to consulting firm AlixPartners.
On average, the more than 9,000 U.S. consumers surveyed by the firm said price was less important to them than a year ago when deciding to buy new clothes. Additionally, fewer consumers listed sales and finding the top deal as “very important” compared to last year.
Overall, AlixPartners’ data shows fashion prices have risen $17 from last year on average. Some categories, including jackets and outerwear, saw larger price hikes than others, such as swimwear.
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5. Activist investor era
Taylor Swift (L) and Travis Kelce are seen in the Meatpacking District on Dec. 28, 2024 in New York City.
Jana and Kelce are part of an investment group that now holds an economic interest of around 9% in the amusement park operator. The group said it wants to work with the company’s board to improve shareholder value and guest experience.
Kelce said in a statement that he is a “lifelong” Six Flags fan and wants to ensure the company is “special for the next generation.” Shares of Six Flags are slightly lower before the bell this morning after rallying more than 17% yesterday.
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— CNBC’s MacKenzie Sigalos, Ashley Capoot, Sarah Whitten, Luke Fountain, Alex Sherman, Sara Salinas, Gabrielle Fonrouge, Yun Li, Sean Conlon and Sarah Min contributed to this report. Josephine Rozzelle edited this edition.
Marc Benioff, chief executive officer of Salesforce Inc., speaks during the 2025 Dreamforce conference in San Francisco, California, US, on Tuesday, Oct. 14, 2025.
The “it” that’s on corporate America’s lips is artificial intelligence.
Less than three years into the generative AI boom, executives across every major industry are loudly telling employees and shareholders that, due to the technological revolution underway, the size and shape of their workforce is about to dramatically change, if it hasn’t already.
What started with the launch of OpenAI’s ChatGPT and a novel new way for consumers to use chatbots has rapidly made its way into the enterprise, with companies employing customized AI agents to automate functions in customer support, marketing, coding, content creation and elsewhere.
Recent estimates from Goldman Sachs suggest that 6% to 7% of U.S. workers could lose their jobs because of AI adoption. The Stanford Digital Economy Lab, using ADP employment data, found that entry-level hiring in “AI exposed jobs” has dropped 13% since large language models started proliferating. The report said software development, customer service and clerical work are the types of jobs most vulnerable to AI today.
“We are at the beginning of a multi-decade progress development that will have a major impact on the labor market,” said Gad Levanon, chief economist at the Burning Glass Institute, a research firm that focuses on changes in the economy and workforce.
Automation, of course, is nothing new. Every era has its printing press, ATM machine, self-checkout machine or online booking agency that’s replaced human labor with some form of technology. In the process, new jobs emerge and economies adapt and evolve.
A report from the World Economic Forum earlier this year estimated that the onslaught of AI, robotics and automation could displace 92 million jobs by 2030, while adding 170 million new roles. AI development, research, safety and implementation are all areas of growth, along with robotics.
Erik Brynjolfsson, director of the Stanford research group, said that, in addition to new types of roles, physical jobs such as health aids and construction workers are so far shielded from AI disruption.
“There’s going to be more turbulence in both directions in the coming months and years,” Brynjolfsson said in an interview. “We need to prepare our workforce.”
The high-level data isn’t yet showing massive changes.
The U.S. government is three weeks into a shutdown, so the Bureau of Labor Statistics has gone dark. But alternative reports from organizations like the Chicago Fed have shown an economy that’s plodding along. Employment growth is meek, but the labor market is holding steady.
The unemployment rate held flat at 4.3% in September, according to the Chicago Fed, as did the rate for layoffs and other separations at 2.1%.
A recent study published by the Budget Lab at Yale found no “discernible disruption” caused by ChatGPT. Martha Gimbel, co-founder of the lab, called the upheaval from AI “minimal” and “incredibly concentrated,” although that could shift as technological changes work through the broader economy.
“The rest of the economy often moves more slowly than Silicon Valley,” she said.
The New York Fed found in a survey last month that only 1% of services firms reported laying off workers because of AI in the last six months. The Society for Human Resource Management said its data shows that 6% of U.S. jobs have been automated by 50% or more, a number that rises to 32% for computer and math-related professions.
‘Scrappier teams’
It doesn’t take much prying to get corporate executives to talk about what’s coming.
Amazon CEO Andy Jassy said in June that his company’s corporate workforce will shrink from AI over the next few years, and encouraged employees to learn how to use AI tools to eventually “get more done with scrappier teams.”
The New York Times published an investigative piece on Tuesday, showing that Amazon’s automation team expects that it can avoid hiring more than 160,000 people in the U.S. by 2027, equaling savings of about 30 cents on every item that Amazon packs and delivers. The report was based on interviews and internal strategy documents, the Times said.
Palantir CEO Alex Karp told CNBC in August that his data analytics company, which has seen its market cap soar more than elevenfold in the past two years, aims to grow revenue by 10 times and reduce its head count by about 12%. He didn’t provide a timeframe for reaching that goal.
The message is making its way across the tech industry.
Benioff, Salesforce’s CEO, said last month that his software company has cut the number of customer support roles from 9,000 to 5,000 “because I need less heads.” Swedish fintech firm Klarna said it has downsized its workforce by 40% as it adopts AI. Shopify CEO Tobi Lutke told employees in April that they’ll be expected to prove why they “cannot get what they want done using AI” before asking for more head count and resources.
Mustafa Suleyman, CEO of Microsoft AI, speaks during an event commemorating the 50th anniversary of the company at Microsoft headquarters in Redmond, Washington, on April 4, 2025.
David Ryder | Bloomberg | Getty Images
Coding assistants have been some of the early winners of the generative AI rush, becoming the first real application type to attract a hefty number of paying users. The Information reported last week that Anysphere, the parent of Cursor, is in talks to raise funds at a $27 billion valuation, as it takes on Microsoft’s GitHub and other startups, including Replit, in an increasingly crowded market.
Software development is just the beginning.
In banking, JPMorgan’s managers have been told to avoid hiring people as the firm deploys AI across its businesses, CFO Jeremy Barnum told analysts last week. Goldman Sachs CEO David Solomon said that as his bank incorporates AI, it will be “taking a front-to-back view of how we organize our people, make decisions, and think about productivity and efficiency.”
Then there’s the auto sector.
When Ford CEO Farley told Walter Isaacson in an interview in July that “AI will leave a lot of white-collar people behind,” he was reflecting a sentiment that’s growing across his industry. According to a survey of 500 U.S. car dealers conducted by marketing solutions firm Phyron, half of respondents said they expect AI to sell vehicles autonomously by 2027.
“That means AI creating the marketing assets, handling listings, answering buyer questions, negotiating deals, arranging finance, and completing the sale — all without human input,” Phyron said in the report on its survey results last month.
The topic will likely get a lot of attention in the next couple weeks as the world’s biggest tech companies issue quarterly results and update investors on their AI deployments. Tesla kicks off tech earnings season on Wednesday, followed next week by Alphabet, Meta, Microsoft, Apple and Amazon.
Chinese tech company Baidu announced Wednesday its Apollo Go robotaxi arm has entered a strategic partnership with PostBus in Switzerland.
Baidu
BEIJING — Chinese tech giant Baidu announced Wednesday that its robotaxi unit will start test drives in Switzerland in December, as firms race to get their vehicles on European roads.
The company’s Apollo Go unit will work with Swiss public transit operator PostBus through a strategic partnership, Baidu said.
By the first quarter of 2027, the companies aim to begin operating a public-facing fully driverless taxi service called “AmiGo” that uses Apollo Go’s RT6 electric vehicles, the press release said. Baidu added that once the robotaxis are up and running, the operators plan to remove the cars’ steering wheels.
Plans to start tests in December are the most concrete steps Baidu has announced so far in getting its robotaxis on public roads in Europe.
The Chinese tech company said in August that it would partner with U.S. ride-hailing company Lyft to deploy robotaxis in the U.K. and Germany starting in 2026. A month earlier, Baidu announced a partnership with Uber to deploy Apollo Go robotaxis on the ride-hailing platform outside the U.S. and mainland China later in the year.
Other robotaxi companies are also racing to expand into Europe and the Middle East, after building up operations in the U.S. and China.
On Friday, Chinese robotaxi operator Pony.ai announced it will work with Stellantis to begin tests in Luxembourg in the coming months, before expanding to other European cities next year.
U.S. rival Waymo, owned by Google parent Alphabet, last week also announced plans to start tests in London before launching the self-driving taxi service there next year. Uber in June said it would start trials in spring 2026 of fully autonomous rides in the U.K. with SoftBank-backed self-driving tech startup Wayve.
— CNBC’s Arjun Kharpal contributed to this report.