At the recent Worldwide Developers Conference, Apple devoted significant time to showcasing new AI features set to be integrated into the upcoming iOS 18 and iPadOS 18.
However, for users in the European Union, these advancements won’t be available, as Apple has decided to withhold its new “Apple Intelligence” feature suite from iPhones and iPads in the region.
This decision stems from concerns over the EU’s Digital Markets Act (DMA), which came into effect in March. The DMA has already compelled Apple to make several concessions, creating what the company describes as “uncertainties” regarding compliance. Margrethe Vestager, the European Commission’s Executive Vice-President for a Europe Fit for the Digital Age and Commissioner for Competition, expressed strong criticism of Apple’s stance during a Q&A session at Forum Europa.
“So Apple has said that they will not launch their new enabled features in the EU, citing obligations that they have in Europe, which is to be open for competition. This is a stunning admission that they recognize these AI features could stifle competition where they already hold significant market power,” Vestager remarked. While her comments were not part of an official press release, Vestager has consistently been a vocal advocate for fair competition in the EU market, especially concerning large American tech firms.
Vestager’s comments suggest that Apple’s refusal to deploy its AI features might be an attempt to avoid the anti-competitive scrutiny that could arise under the DMA. She implies that Apple’s actions indicate an understanding that these features might contravene EU competition rules.
Apple, however, maintains that their primary concern is user privacy and data security. In a recent statement, Apple expressed their desire to collaborate with the European Commission to resolve these regulatory issues. “We are committed to working with the European Commission to find a solution that would allow us to deliver these features to our EU customers without compromising their safety,” the company said.
The AI features in question include iPhone Mirroring, SharePlay Screen Sharing enhancements, and the broader Apple Intelligence suite. Apple asserts that the DMA’s interoperability requirements could undermine the integrity of their products, hence the delay.
The situation remains dynamic, and there is a possibility that Apple might eventually bring these features to the EU, similar to Google’s delayed introduction of its Gemini AI. For now, however, EU users will have to wait and see how the discussions between Apple and the European Commission unfold.