Apple's Tech Leap in 2024: AI Ambitions Soar Amid China's Sales Slump and Legal Hurdles
1min read In 2024, Apple Inc. faced a pivotal year marked by technological advancements as well as notable challenges. The tech giant made significant strides by venturing into the field of artificial intelligence, launching the Apple Intelligence system, and introducing the Vision Pro, a new headset device. Despite this, Apple's performance in the crucial Chinese market lagged behind expectations with a year-over-year decline in sales, a trend that persisted throughout the year.
Industry analysts attribute the underwhelming sales of the iPhone 15 in China to the enhanced competitiveness of local brands such as Huawei and Xiaomi. Apple CEO Tim Cook made multiple visits to China in an effort to bolster performance, but these efforts have yet to yield a reversal of fortunes in the region.
February saw the release of Apple's Vision Pro, priced at $3,500, but the market reaction was mixed. Questions remain about whether the product targets gamers or professionals, leading to adjustments in production volumes and plans for a more affordable variant.
Apple's involvement in legal battles also marked the year, facing an antitrust lawsuit from the U.S. Department of Justice over alleged monopolistic practices in the smartphone market, alongside a significant fine in Europe relating to its App Store policies.
In May, Apple unveiled a new iPad Pro featuring an OLED display, marking a significant milestone as highlighted by Tim Cook. The development was further complemented by the launch of the Apple Intelligence AI system in June during the worldwide developers conference, albeit entering the AI race later than its peers. Nevertheless, market anticipation for Apple Intelligence surged swiftly.
September brought the debut of the iPhone 16 series, the first to be equipped with Apple Intelligence. This new line introduced a revised camera control button and rolled out AI features through subsequent system updates, underscoring Apple's commitment to integrating AI into its product ecosystem.
