Apple's iOS 18 Slogan Sparks Controversy: Is "Really You" Really "Difficult to Understand"?

Apple's iOS 18 Slogan Sparks Controversy: Is "Really You" Really "Difficult to Understand"?Recently, Apple's Chinese website officially launched the introduction page for iOS 18, showcasing the new design and features of iOS 18 in detail. However, the phrase "Really You" used in the website's copy has sparked heated discussion and speculation among netizens and tech bloggers

Apple's iOS 18 Slogan Sparks Controversy: Is "Really You" Really "Difficult to Understand"?

Recently, Apple's Chinese website officially launched the introduction page for iOS 18, showcasing the new design and features of iOS 18 in detail. However, the phrase "Really You" used in the website's copy has sparked heated discussion and speculation among netizens and tech bloggers.

The slogan "Really You" has left many users confused, with some even interpreting it as "Apple is being abstract again." Some netizens believe that Apple is trying to convey that iOS 18 offers rich personalization customization options, such as the ability to freely arrange mobile apps and widgets. However, other bloggers point out that the slogan might be a direct translation from the American Apple website's "Yours. Truly," but the translation is somewhat awkward and has a touch of "machine translation."

The controversy surrounding the slogan "Really You" may highlight the challenges Apple faces in terms of language expression when adapting its marketing to the Chinese market.

Besides the controversial slogan, another notable phenomenon in the promotion of Apple's iOS 18 on the Chinese website is the absence of AI features.

At this year's WWDC conference, Apple focused on the AI features of iOS 18, releasing its own large language model Apple Intelligence and collaborating with ChatGPT, enabling the system to directly access ChatGPT's capabilities. However, the introduction on Apple's Chinese website makes no mention of anything related to AI.

This phenomenon has led to speculation: as ChatGPT and Apple Intelligence are currently unavailable in China, related AI features may also be absent from the Chinese version of the iPhone.

In fact, Apple has always been cautious about the field of AI. Although Apple Intelligence was seen as a significant advancement for Apple in the field of AI at WWDC, its application in China faces tough challenges. The Chinese government has strict regulations and restrictions on the use and application of AI technology, particularly concerning issues like user privacy and data security.

Moreover, the rise of local Chinese AI companies has also created competitive pressure for Apple's AI applications. China has a vast pool of AI talent and technological accumulation, and local AI companies have made significant progress in fields such as speech recognition, image recognition, and natural language processing, actively expanding into the mobile device space.

Therefore, Apple needs to be more cautious about weighing the application of AI features in its promotion of iOS 18 in the Chinese market and seek cooperation with local Chinese AI companies to better meet the needs of Chinese users.

In conclusion, the promotion of iOS 18 on Apple's Chinese website reflects not only the challenges Apple faces in its localization marketing strategies but also the complex situation it faces in the field of AI. How Apple balances AI features with localized needs in the future will be a key factor in its success in the Chinese market.