On June 28, 2024, the European Commission criticized Apple for not launching its Apple Intelligence features in the EU. These features, heavily highlighted during Apple’s Worldwide Developers Conference, are set to be integrated into iOS 18 and iPadOS 18. However, due to uncertainties surrounding the EU’s Digital Markets Act (DMA), Apple has decided not to implement these features in the EU market.
Keynote Highlights and AI Features
At the Worldwide Developers Conference, Apple devoted about half of its keynote to showcasing AI features that will be integrated into the upcoming iOS 18 and iPadOS 18. These features include innovations designed to enhance user experience across Apple devices.
EU’s Response to Apple’s Decision
Margrethe Vestager, the European Commission’s Executive Vice-President for a Europe fit for the Digital Age and Commissioner for Competition, expressed strong disapproval of Apple’s decision. In a Q&A session at Forum Europa, Vestager highlighted Apple’s stance and criticized the company’s reasoning:
So Apple have said that they will not launch their new enabled features in the IRS environment, and they say that they will not do that because of the obligations that they have in Europe. And the obligations that they have in Europe, it is to be open for competition, that is sort of the short version of the DMA. And I find that very interesting, that they say we will now deploy AI where we’re not obliged to enable competition. I think that is the most sort of stunning, open declaration that they know 100% that this is another way of disabling competition, where they have a stronghold already.
Vestager’s remarks indicate her belief that Apple’s refusal to launch these features in the EU is an attempt to avoid complying with the DMA’s competition rules.
Apple’s Position and Regulatory Concerns
Apple has expressed concerns about the DMA’s interoperability requirements, which they believe could compromise product integrity, user privacy, and data security. In an official statement, Apple mentioned:
Two weeks ago, Apple unveiled hundreds of new features that we are excited to bring to our users around the world. We are highly motivated to make these technologies accessible to all users. However, due to the regulatory uncertainties brought about by the Digital Markets Act (DMA), we do not believe that we will be able to roll out three of these features — iPhone Mirroring, SharePlay Screen Sharing enhancements, and Apple Intelligence — to our EU users this year. Specifically, we are concerned that the interoperability requirements of the DMA could force us to compromise the integrity of our products in ways that risk user privacy and data security. We are committed to collaborating with the European Commission in an attempt to find a solution that would enable us to deliver these features to our EU customers without compromising their safety.
Potential Outcomes and Future Developments
It remains unclear how this situation will evolve. If Apple never introduces the Apple Intelligence suite in the EU, the European Commission might not have the opportunity to investigate its potential anti-competitive nature. However, there is a possibility that Apple could delay the launch and eventually work with the European Commission to find a compliant solution, similar to Google’s approach with its Gemini project.
Conclusion
As the situation stands, Apple users in the EU will not have access to the new Apple Intelligence features in the near future. The ongoing dialogue between Apple and the European Commission will determine if and when these features might become available in the EU market.
Stay tuned for further updates as the story develops and more information becomes available.
ALSO READ:
