Apple Pressures Europe

Apple has attributed the delay of its new Siri AI features in Europe to the Digital Markets Act (DMA), a European Union competition law. However, the EU Commission maintains that nothing in its regulations prevents Apple from launching these innovations.

After years of development, Apple's artificial intelligence capabilities have finally demonstrated significant utility. Yet, millions of iPhone and iPad users across Europe are now facing an indefinite wait for Siri AI, with Apple directing the blame squarely at the EU.

The tech giant states that its advanced AI-powered Siri will not be rolled out on iOS and iPadOS devices within the European Union. Apple cites the DMA, a legislative framework designed to curb the gatekeeper power of dominant tech companies and foster competition by ensuring rival services have equitable access to platforms. Specifically, the DMA mandates that platforms grant competitors data access comparable to their own, with limited exceptions for system integrity.

This interoperability requirement implies that companies such as OpenAI, Google, Anthropic, and other potential AI assistant rivals would need similar access to Apple's underlying systems. Given that Siri AI is engineered to deeply integrate across applications, personal data, photos, messages, and videos to act on a user's behalf, this level of access is extensive.

Apple contends that providing such broad access to external companies poses an unacceptable risk to customer privacy and security. The company has stated it would rather withhold Siri AI from the European market than implement it under Brussels' terms, which would necessitate opening its systems to competitors. Apple proposed alternative solutions, including a "Trusted System Agent" designed to mediate between rival AI agents and Apple's systems, offering comparable access and functionality. Apple estimated an 18-month timeline for gradual implementation but reported that the European Commission rejected this and other proposals. Consequently, Apple declares there is "currently no timeline for Siri AI’s availability in the EU on iOS and iPadOS."

During a press briefing, Apple's Greg Joswiak emphasized the company's commitment to interoperability, stating, “Let me also be super clear: Apple strongly supports interoperability.” He clarified that the issue stems from what Apple perceives as the EU's stringent interpretation of the DMA, which would demand "unfettered access" to virtually all user data on a device. Joswiak deemed this "irresponsible," adding, “And I cannot imagine, actually, anything more concerning for privacy and security than opening up an entire operating system to a third-party system.”

Conversely, the European Commission asserts that its regulations do not impede Apple from introducing new features.

Ricardo Cardoso, a spokesperson for the European Commission, informed The Verge that “Nothing in the DMA prohibits Apple from introducing new products and services in the EU.” Cardoso confirmed ongoing "regular contact with Apple" but claimed that “Apple did not develop proposals for DMA compliant interoperability solutions.” Joswiak, however, countered this during his briefing, asserting that the Commission has not “meaningfully engaged with us in our proposals.”

This leaves both parties at an impasse. Apple maintains that complying with the EU's regulations would compromise customer privacy to such an extent that it prefers not to launch the AI assistant it has been developing for years. Joswiak, citing rejected proposals and a perceived lack of engagement from the Commission, expressed uncertainty about a path forward, stating, “We do not currently have a solution that we can engineer for.” The Commission, meanwhile, accuses Apple of leveraging its market power to hinder competitors and restrict consumer choice. Cardoso remarked, “It is not for them to decide who gets to innovate, or to choose which AI tools EU citizens get to use.”

Apple appears to be actively seeking public support for its position. The company took the unusual step of dedicating a segment of its WWDC 2026 keynote to explain why Siri AI would not be available in Europe. This was followed by a pointedly titled blog post: “Due to DMA, Siri AI delayed in EU for iOS 27 and iPadOS 27,” and a series of media briefings focused on the European situation. China will also not receive Siri AI, attributed to similar regulatory hurdles, as conveyed in a brief footnote.

This strategy is not new for Apple, which has historically invoked privacy and security concerns when faced with regulatory demands to open its famously closed ecosystem. The company has previously cited DMA interoperability requirements for delaying AirPods live translation, iPhone mirroring, and certain Maps features in the EU. While these privacy and security concerns can be valid, they also serve as potent arguments for Apple to maintain control over its vast technological domain. Despite this, Joswiak insisted that withholding Siri AI “is not some sort of effort for us to be punitive over our feelings for the DMA. We have worked actually very hard to try to avoid this outcome.”

Friso Bostoen, a professor specializing in competition law and digital regulation at Tilburg University, acknowledges that compelling platforms to open their systems can indeed introduce legitimate security and privacy risks. However, Bostoen also notes that Apple’s privacy and security arguments have not always withstood judicial scrutiny, citing instances in UK and US courts where judges expressed skepticism regarding the company's assertions.

Jan Penfrat, a senior policy adviser for European Digital Rights (EDRi), views Apple’s recent actions as a lobbying tactic aimed at pressuring the EU Commission to grant exemptions from the DMA. He stated, “It’s very much a lobbying tactic,” adding, “The problem is not the DMA but Apple refusing to open up its competition-busting software ecosystem.”

Michael Veale, a professor of technology law and policy at University College London, identifies the core issue as Apple's willingness to make exceptions to its own long-standing privacy and security framework "in order to stay relevant and in the game" concerning AI. He analogized, “Apple’s privacy and security model is built like a Jenga tower, based on extreme vertical control by the firm, and risks collapsing when interoperability is introduced.” Veale suggests Apple is comfortable granting its own Siri AI extensive data access across applications but deems similar access too hazardous when requested by competitors.

Both Veale and Penfrat highlighted that Apple's proposed solution cannot be properly evaluated because the company has not made its details public. Other experts, including Bostoen, questioned the necessity of an 18-month implementation period, arguing that interoperability requirements were foreseeable and should have been addressed concurrently with Siri AI's development.

Ultimately, Apple appears to be engaged in a high-stakes game of chicken with Europe. Given the EU's significant market size and the increasing integration of AI into the iPhone experience, Apple has strong incentives to eventually introduce Siri AI there. Historically, Apple has complied with EU mandates, such as the adoption of USB-C chargers. The critical question remains whether Europe will compel Apple on the AI issue, or if Brussels will be the first to concede.