Apple’s latest software redesign, introduced during its Worldwide Developers Conference on June 10, 2025, has received mixed reviews in China.

The redesign, called Liquid Glass, affects all of Apple’s operating systems, including iOS 26 and macOS Tahoe 26.

However, it has led to criticism from users on social media.

The hashtag “iOS26 Ugly” trended on Weibo as over 20,000 users voiced displeasure, with some reconsidering upgrades.

The backlash underscores Apple’s growing struggle in China amid competition from Huawei, economic pressure, and fewer subsidies.

China’s World Internet Conference also criticized Apple’s lack of AI progress, warning of risks in falling behind competitors.

Despite Apple’s OpenAI partnership, related AI features won’t be available in mainland China, disappointing local tech media.

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🔗 Source: South China Morning Post

🧠 Food for thought

1️⃣ Apple’s eroding market position in China reflects broader innovation perception issues

The negative reception to Apple’s interface redesign comes amid a significant decline in the company’s competitive standing in China, with shipments falling 25% year-on-year in Q4 2024 1.

Apple has dropped to third place in the Chinese smartphone market with a 17% decline in shipments to 42.9 million units in 2024, while domestic rivals Huawei and Vivo have surged ahead with 46 million and 49 million units respectively 2.

This market share erosion follows a pattern where Apple’s share fell from 20.2% in Q4 2023 to 16.1% in Q4 2024, while Huawei reclaimed the top position with 18.1% market share 3.

The harsh online reaction to iOS 26 suggests that aesthetic design, traditionally an Apple strength, may be joining functionality and features as areas where Chinese consumers find the company falling short compared to local alternatives.

Chinese consumers’ disappointment with Apple’s software updates echoes concerns about the company’s innovation trajectory that have existed for years, with critics noting as far back as 2016 that frequent OS updates were more about marketing than substantial improvements 4.

2️⃣ AI capabilities have become a critical competitive battleground in smartphones

The absence of Apple Intelligence in China represents a significant competitive disadvantage, as 60% of consumers now consider AI features important when selecting a new smartphone, with 21% rating them as “very important” 5.

Research shows that 25% of consumers specifically cite AI as a key purchasing driver, with features like real-time translation and camera enhancements being particularly valued 6.

Chinese smartphone makers have capitalized on this trend, with Huawei’s AI-driven Nova 13 lineup contributing significantly to its market resurgence 3.

The global AI smartphone market is projected to experience a dramatic 364% increase in shipments by the end of 2024, highlighting the massive shift in consumer preferences toward AI-enabled devices 7.

As Deloitte predicts that over 30% of smartphones will feature on-device generative AI by 2025, Apple’s regulatory challenges in China leave it unable to participate in what has become a critical growth driver in the world’s largest smartphone market 8.

3️⃣ Apple faces a uniquely challenging position in China’s smartphone ecosystem

Apple’s struggles reflect the company’s precarious balancing act in China: maintaining its premium positioning while competing with increasingly sophisticated domestic alternatives that have government backing.

Chinese rivals benefit from government subsidies that exclude most Apple devices, as the subsidies are capped at 6,000 yuan (US$835), putting Apple at a structural disadvantage in a price-sensitive market [original article].

Apple has invested significantly in China’s ecosystem, including establishing an R&D center in Shenzhen to tap into local talent and technological advancements 9, yet continues to face challenges in adapting its global strategies to local preferences.

The competition is particularly fierce in the premium segment where Apple traditionally dominated, with Huawei’s comeback representing a remarkable turnaround after facing U.S. sanctions that previously threatened its business 3.

This tension between global design philosophy and local market preferences is not new for Apple, but has become more pronounced as Chinese manufacturers have closed the quality gap while maintaining stronger connections to local consumer tastes and government priorities.

Recent Apple developments

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