Apple CEO Tim Cook has lauded Chinese artificial intelligence startup DeepSeek, describing their AI models as "excellent" during his appearance at the China Development Forum in Beijing.
The remarks came just ahead of Apple's developer conference in Shanghai, where the company is expected to discuss Apple Intelligence with Chinese developers. Apple is currently awaiting regulatory approval to introduce its AI features to iPhones in China.
DeepSeek has garnered attention for developing large language models that rival U.S. competitors while using fewer computing resources. The startup notably created its R1 model in just two months at a cost of $5.6 million, challenging assumptions about necessary GPU investments in AI development.
During Apple's January earnings call, Cook acknowledged DeepSeek's efficiency-driven approach, stating that "innovation that drives efficiency is a good thing." The praise comes as Apple faces challenges in the Chinese market, where iPhone sales declined 5% in late 2024, partly due to the absence of AI features on devices sold in China.
Apple has been actively seeking partnerships with Chinese companies to launch its AI capabilities in the region. In February, Alibaba Group's chair Joe Tsai revealed a partnership with Apple to bring AI-powered features to iPhones in China.
The technology giant must navigate China's regulatory environment, which requires government approval before launching generative AI products. Apple plans to introduce Apple Intelligence in multiple languages, including simplified Chinese, with an upcoming iOS release.
Cook's endorsement of DeepSeek reflects Apple's broader strategy to strengthen its position in the Chinese market while adapting to local technology requirements and partnerships.