The most direct way that Apple could benefit from DeepSeek’s arrival is if the company decided to actually partner with the Chinese startup. It’s no secret that Apple badly wants to bring Apple Intelligence to China, as the company’s software chief, Craig Federighi, told me last June when it first previewed its AI platform. China is Apple’s second-largest market after the US.
Apple believes that the addition of Apple Intelligence to its phones represents a unique selling point that will attract new iPhone users and encourage existing ones to upgrade, leading to increased sales. Increasing sales in China is very important to Apple, where its phones have been struggling recently against domestic rivals (the Cupertino company recently saw its China sales drop 11.1% on an annual basis).
The problem for Apple is that China has stringent laws surrounding AI systems—even those designed for consumers. That’s why, to meet the country’s legal requirements, Apple might likely partner with an already approved AI provider in China. Indeed, in December, Reuters reported that Apple was in early talks with Tencent and ByteDance about the possibility of integrating their AI models into Apple Intelligence in the country.
But now Apple may have a third option: DeepSeek. From both a technological and optics perspective, choosing the small startup’s LLM for integration with Apple Intelligence in the country could be a wise move.
Technologically, integrating DeepSeek into Apple Intelligence on iPhones in China could confer several performance benefits. Two significant advantages of DeepSeek over other LLMs are that it can run on less powerful chips and uses less energy. This makes it perfect for Apple’s Apple Intelligence platform, which tries to perform as much on-device computing as possible to make things speedier and more private for its users.
Partnering with DeepSeek over other AI providers in China may also be excellent optics for Apple from a marketing standpoint, at least locally. Ever since DeepSeek upstaged the much better-funded U.S. tech giants, the small startup has become a point of pride in the nation. Its founder, Liang Wenfeng, even reportedly received a hero’s welcome when he returned to his hometown of Zhanjiang over the Lunar New Year holiday.
If Apple wants to increase sales in China, what better way than by touting that the AI developed by China’s tech hero is powering Apple Intelligence?
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Asu Tech

Apple is considering a partnership with DeepSeek to integrate its LLM into Apple Intelligence for iPhones in China. This collaboration could help Apple comply with China's stringent AI regulations and improve performance through DeepSeek's efficient technology. Partnering with the Chinese startup may also boost Apple's local market appeal, positioning DeepSeek as a point of national pride.

Collaborating with DeepSeek Could Provide Apple Intelligence a Pathway into China