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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.

Investors started to do the math on Apple's AI news: Deepwater's Munster on delayed stock boost

“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.”

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TikTok reportedly stays on App Store after assurance from Attorney General Pam Bondi

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TikTok reportedly stays on App Store after assurance from Attorney General Pam Bondi

In this photo illustration, the logo of TikTok is displayed on a smartphone screen on April 5, 2025 in Shanghai, China. 

Vcg | Visual China Group | Getty Images

Apple will keep ByteDance-owned TikTok on its App Store for at least 75 more days after receiving assurances from Attorney General Pam Bondi, according to a report from Bloomberg News.

This comes after President Donald Trump signed an executive order Friday to extend the TikTok ban deadline for the second time. TikTok will be banned in the U.S. unless China’s ByteDance sells its U.S. operations under a national security law signed by former President Joe Biden in April 2024.

AG Bondi wrote in a letter to Apple that the company should act in accordance with Trump’s deadline extension and that it would not be penalized for hosting the platform, according to unnamed sources cited in the report.

Apple did not respond to a request for comment.

After TikTok went briefly offline for U.S. users in January following the initial ban deadline, it remained unavailable for download in the App Store until Feb. 13. Apple had reinstated TikTok to its app store after receiving a similar letter of assurance from Bondi.

The extension comes days after Trump announced cumulative tariffs of 54% on China. Prior to the additional tariff rollout on April 2, the president said he could reduce duties on the country to help facilitate a deal for ByteDance to sell its U.S. operations of TikTok.

“Maybe I’ll give them a little reduction in tariffs or something to get it done,” Trump said during a press conference in March. “TikTok is big, but every point in tariffs is worth more than TikTok.”

WATCH: TikTok deal reportedly halted after China said it would reject it due to tariffs

TikTok deal reportedly halted after China said it would reject it due to tariffs

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For bitcoin bulls who self-custody crypto, the global risks are growing

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For bitcoin bulls who self-custody crypto, the global risks are growing

Whether to buy cryptocurrency as a long-term holding may be the biggest decision an investor interested in digital assets has to make, but where to store crypto like bitcoin can become the most consequential.

Following the wildfires earlier this year in California, social media posts began to appear with claims of bitcoin losses, with some users showing metal plates intended to protect seed phrases burnt up and illegible or describing the complexity of recovering crypto keys stored in a safety deposit box in a bank impacted by the fires. While impossible to verify individual claims about fires consuming hard drives, laptops and other storage devices containing so-called hard and cold storage crypto wallets and seed phrases, what is certain is that bitcoin self-custody presents a unique set of security issues. And those risks are growing.

Holders of crypto typically use some form of what can be called a “wallet,” and there are a few main features – whether that wallet is connected to the internet, and how much control is directly embedded in the wallet for trades and transfers. There is also the underlying issue of whether a crypto investor uses a third party for custody at all, or maintains total custody and trading control over their holdings.

The standard third-party platform “hot wallet” – think of an offering from a Coinbase or Blockchain.com – is constantly connected to the internet. Cold storage and “cold wallets,” on the other hand, include hardware devices (like a USB stick) that holds private keys offline, or even just a seed phrase (a master recovery code, a collection of 12 to 24 words used to recover access to a crypto wallet) on paper/metal. Hardware wallets or offline backups of seed phrases can be used to access crypto when connected to the internet through another device.

With third-party custodial options, there are steps to help owners remain vigilant against the threat posed by cybercriminals who can gain access to an internet-connected platform, including the use of two-factor authentication, and strong passwords. The U.S. Marshals Service within the Department of Justice, which is responsible for asset forfeiture from U.S. law enforcement, uses Coinbase Prime to provide custody for its seized digital assets.

Many crypto bulls prefer to self-custody digital assets like bitcoin for some of the same reasons they are interested in cryptocurrencies to begin with: lack of faith in some forms of institutional control. Custodial wallets from crypto brokers trade convenience for the risk of exchange hacks, shutdowns, or fraud, as in the case of the high-profile implosion of FTX. And the wildfires are just one example in a recent string of global events that raise more questions about shifts in the crypto custody debate. There is the ongoing conflict in the Middle East and Russia-Ukraine war, which has led crypto bulls from overseas to re-think their approach to self-custody.

Nick Neuman, co-founder and CEO of self-custody company Casa, said physical risks in the world like a natural disaster are an opportunity to revisit how bitcoin security works, and the common security lapses folded into most peoples’ practices. “Most people secure their bitcoin with one private key. If that key is on a single device or written down on paper as a seed phrase, it’s a single point of failure. If you lose that key, your bitcoin is gone,” he said.

It should be obvious that keeping seed phrases on paper offers the lowest level of protection against fire, yet it is common practice, Neuman said. Slipping these pieces of paper into fireproof bags or safes offer some protection, but not much, and even going the extra steps to have the seed phrases on “indestructible” metal storage plates presents a few failure points. For one, they might prove to be not so indestructible, and second, they may be impossible to locate amid the rubble. 

“Logically, given the location of the fires in California and the stories being shared on X, it’s highly likely bitcoin was lost,” said Neuman. “Some of them are pretty convincing,” he said.

Casa performs annual stress tests on seed phrase backups.

Some self-custody services, like Casa, offer multi-signature setups that reduce the risks of single-point failure. A multi-key crypto “vault” can include mobile phone keys, multiple hardware keys, and a recovery key that a company likes Casa holds on an owner’s behalf.

The multi-sig custody approach allows an owner to hold a majority of keys while a trusted partner holds a minority of keys. John Haar, managing director at Swan Bitcoin, says that in such a setup, the owner would need to lose all the physical devices and all copies of the seed phrases at the same time. As long as the owner can access at least one device or one seed phrase, they would be able to recover their bitcoin. This approach should significantly limit the potential for all of the devices to be lost in an event like a natural disaster, Haar said.

“You can spread these keys across multiple regions or even countries, and you need any three of the five keys to approve a bitcoin transaction,” Neuman said of Casa’s five-key approach.

Jordan Baltazor, chief administrative officer at Fortress Trust, a regulated crypto custodian, says best practices that we use in other areas of personal life should apply to cryptocurrency. For one, diversification of storage approach and weighing of risks. Digital assets are no different, he says, when it comes to backing up personal and sensitive data on the cloud to ensure data against loss or corruption.

Companies including Coinbase and Jack Dorsey’s Block offer products that try to merge some of these ideas, creating a more secure version of a crypto wallet that remains convenient to use. There is Coinbase Vault, which includes enhanced security steps before a user can access crypto holdings for trading. And there is Coinbase Wallet and Block’s Bitkey, which have mobile apps that work like a traditional wallet making moving bitcoin around easy, but with the ability to pair with hardware wallets and added security more commonly associated with cold storage.

Bitkey hardware requires multiple authorizations for transactions for added security, similar to “multi-sig wallets.” Bitkey also offers recovery tools so one of the biggest risks of self-custody — losing codes or phrases needed to recover a cold wallet — is less of an issue.

Solutions like Dorsey’s may help to solve the tension between convenience and security; at minimum, they underline that this tension exists and will likely be something of a roadblock to more widespread crypto adoption. Beyond the risks out there in the form of wildfires, all kinds of natural disasters, and wars, bitcoin self-custody can be vulnerable to the biggest personal risk of all: unexpected death of the bitcoin owner. There is arguably nothing more complicated than inheritance when it comes to unlocking the crypto chain of custody.

Coinbase requires probate court documents and specific will designations before releasing funds from custody, while physical wallets offer little to no support, potentially leaving all that digital value stuck on a private key. Bitkey rolled out its inheritance solution in February for what a Bitkey executive called, “kind of a multibillion-dollar problem waiting to happen.”

“People who have a material investment in bitcoin absolutely need to be thinking differently about how to protect it,” Neuman said. He says that after disasters like the California wildfires, or when exchanges go bust like FTX, the industry does see more crypto holders taking action to move to more secure storage setups. “I suppose it’s human nature to wait until ‘bad things happen’ to spur action to improve your own personal situation,” he said. “But I think people would be better off if they were more proactive. Otherwise, they risk having that ‘bad thing’ happen to them, and then it’s too late,” he said.

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Silicon Valley’s early return on Trump investment: Plunging valuations, delayed IPOs

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Silicon Valley's early return on Trump investment: Plunging valuations, delayed IPOs

The Nasdaq MarketSite in New York, June 9, 2023.

Michael Nagle | Bloomberg | Getty Images

Silicon Valley executives and financiers publicly opened their wallets in support of President Donald Trump’s 2024 presidential run. The early returns in 2025 aren’t great, to say the least.

Following Trump’s sweeping tariff plan announced Wednesday, the Nasdaq suffered steep consecutive daily drops to finish 10% lower for the week, the index’s worst performance since the beginning of the Covid pandemic in 2020.

The tech industry’s leading CEO’s rushed to contribute to Trump’s inauguration in January and paraded to Washington, D.C., for the event. Since then, it’s been a slog.

The market can always turn around, but economists and investors aren’t optimistic, and concerns are building of a potential recession. The seven most valuable U.S. tech companies lost a combined $1.8 trillion in market cap in two days.

Apple slid 14% for the week, its biggest drop in more than five years. Tesla, led by top Trump adviser Elon Musk, plunged 9.2% and is now down more than 40% for the year. Musk contributed close to $300 million to help propel Trump back to the White House.

Nvidia, Meta and Amazon all suffered double-digit drops for the week. For Amazon, a ninth straight weekly decline marks its longest such losing streak since 2008.

With Wall Street selling out of risky assets on concern that widespread tariff hikes will punish the U.S. and global economy, the fallout has drifted down to the IPO market. Online lender Klarna and ticketing marketplace StubHub delayed their IPOs due to market turbulence, just weeks after filing with the Securities and Exchange Commission, and fintech company Chime is also reportedly delaying its listing.

CoreWeave, a provider of artificial intelligence infrastructure, last week became the first venture-backed company to raise more than $1 billion in a U.S. IPO since 2021. But the company slashed its offering, and trading has been very volatile in its opening days on the market. The stock plunged 12% on Friday, leaving it 17% above its offer price but below the bottom of its initial range.

“You couldn’t create a worse market and macro environment to go public,” said Phil Haslett, co-founder of EquityZen, a platform for investing in private companies. “Way too much turbulence. All flights are grounded until further notice.”

CoreWeave investor Mark Klein of SuRo Capital previously told CNBC that the company could be the first in an “IPO parade.” Now he’s backtracking.

“It appears that the IPO parade has been temporarily halted,” Klein told CNBC by email on Friday. “The current tariff situation has prompted these companies to pause and assess its impact.”

Tech will see an 'economic armageddon' if these tariffs stay, says Wedbush's Dan Ives

‘Cave rapidly’

During last year’s presidential campaign, prominent venture capitalists like Marc Andreessen backed Trump, expecting that his administration would usher in a boom and eliminate some of the hurdles to startup growth set up by the Biden administration. Andreessen and his partner, Ben Horowitz, said in July that their financial support of the Trump campaign was due to what they called a better “little tech agenda.”

A spokesperson for Andreessen Horowitz declined to comment.

Some techies who supported Trump in the campaign have taken to social media to defend their positions.

Venture capitalist Keith Rabois, a managing director at Khosla Ventures, posted on X on Thursday that “Trump Derangement Syndrome has morphed into Tariff Derangement Syndrome.” He said tariffs aren’t inflationary, are effective at reducing fentanyl imports, and he expects that “most other countries will cave and cave rapidly.”

That was before China’s Finance Ministry said on Friday that it will impose a 34% tariff on all goods imported from the U.S. starting on April 10.

At Sequoia Capital, which is the biggest investor in Klarna, outspoken Trump supporter Shaun Maguire, wrote on X, “The first long-term thinking President of my lifetime,” and said in a separate post that, “The price of stocks says almost nothing about the long term health of an economy.”

However, Allianz Chief Economic Advisor Mohamed El-Erian warned on Friday that Trump’s extensive raft of import tariffs are putting the U.S. economy at risk of recession.

“You’ve had a major repricing of growth prospects, with a recession in the U.S. going up to 50% probability, you’ve seen an increase in inflation expectations, up to 3.5%,” he told CNBC’s Silvia Amaro on the sidelines of the Ambrosetti Forum in Cernobbio, Italy.

Former Microsoft CEOs Bill Gates, left, and Steve Ballmer, center, pose for photos with CEO Satya Nadella during an event celebrating the 50th Anniversary of Microsoft on April 4, 2025 in Redmond, Washington. 

Stephen Brashear | Getty Images

Meanwhile, executives at tech’s megacap companies were largely silent this week, and their public relations representatives declined to provide comments about their thinking.

Microsoft CEO Satya Nadella was in the awkward position on Friday of celebrating his company’s 50th anniversary at corporate headquarters in Redmond, Washington. Alongside Microsoft’s prior two CEOs, Bill Gates and Steve Ballmer, Nadella sat down with CNBC’s Andrew Ross Sorkin for a televised interview that was planned well before Trump’s tariff announcement.

When asked about the tariffs at the top of the interview, Nadella effectively dodged the question and avoided expressing his views about whether the new policies will hamper Microsoft’s business.

Ballmer, who was succeeded by Nadella in 2014, acknowledged to Sorkin that “disruption is very hard on people” and that, “as a Microsoft shareholder, this kind of thing is not good.” Ballmer and Gates are two of the 12 wealthiest people in the world thanks to their Microsoft fortunes.

C-suites may not be able to stay quiet for long, especially if the recent turmoil spills into next week.

Lise Buyer, who previously helped guide Google through its IPO and now works as an adviser to companies going public, said there’s no appetite for risk in the market under these conditions. But there is risk that staffers get jittery, and they’ll surely look to their leaders for some reassurance.

“Until markets settle out and we have the opportunity to access valuation levels, public company CEOs should work to calm potentially distressed employees,” Buyer said in an email. “And private company managements should refine plans to get by on dollars already in the treasury.”

— CNBC’s Hayden Field, Jordan Novet, Leslie Picker, Annie Palmer and Samantha Subin contributed to this report.

WATCH: Chime is reportedly delaying its IPO

Chime is reportedly delaying its IPO

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