Siri Without AI in Europe? No ban, it’s Apple’s fault

The announcement of the delay in bringing Siri’s new AI features in Europe has sparked a media storm, triggering a sharp back-and-forth between Cupertino’s top executives and European authorities.

While Apple points the finger at strict European regulations, the European Commission firmly rejects any accusation, outlining a sequence of events that differs starkly from what the company portrays.

Siri AI in Europe? The interoperability hurdle and the market rules

According to journalists cited by Thomas Regnier, a spokesperson for the Commission, the choice to exclude European users from the new features of the upcoming iOS and iPadOS updates belongs exclusively to Apple.

Brussels institutions argue that the company has not been able to develop adequate technical solutions to guarantee the interoperability required by the Digital Markets Act (DMA), while maintaining the necessary security and privacy standards.

Rather than developing a system compliant with the community rules, the iPhone maker would have simply requested a complete exemption from its obligations for a period of 18 months.

Such a derogation, Regnier clarified, is not an option contemplated by current legislation, which does not impose any regulatory veto on the introduction of new technological products in EU member states.

Cupertino’s stance and safety concerns

The narrative provided by the U.S. management diverges markedly from Brussels’ statements. Craig Federighi, Apple’s senior vice president of software engineering, expressed deep disappointment at the regulators’ attitude, accused of rejecting any constructive dialogue.

The company explained that it proposed implementing a technical intermediary, dubbed the Trusted System Agent, designed to allow third-party virtual assistants to securely access the same device capabilities used by Siri.

From the California company’s perspective, the DMA’s strict requirements would force near-unlimited access to user data, severely compromising system integrity and the protection of personal information.

A crucial market and notable precedents

Europe’s exclusion represents a move of enormous commercial significance, given that the entire region generated almost 27 percent of Apple’s total sales in the last fiscal year.

The rigidity of the Digital Markets Act is motivated by the political will to curb the power of tech giants, promote competition and protect consumers, with penalties that can reach up to 10% of global annual revenue in case of violations.

It’s not the first time the company has decided to delay the launch of new features for fear of regulatory violations: in the past, highly anticipated options such as iPhone mirroring to Mac, real-time translations with AirPods, and some Maps localization features had also faced similar delays for European users.

There is currently no precise release date for the new AI in the European Union, leaving consumers waiting for the outcome of a legal and technological showdown that is likely to be lengthy.