The article Apple and the DMA: Why Siri AI only starts on the Mac in Europe appeared first in the online magazine BASIC thinking. With our newsletter UPDATE you can start the day well informed every morning.
Apple is also bringing Siri AI to Europe, but initially only on the Mac. iPhone and iPad users in the EU are left empty-handed for the time being. The reason: an escalating dispute between Apple and the EU Commission over the interpretation of the Digital Markets Act. But: Who is responsible and when will Siri AI come to the iPhone? An overview.
As part of the announcement of Apple Intelligence in 2024, Apple presented the new Siri as the centerpiece of its AI strategy. The advanced functions were originally supposed to be available much earlier, but the development turned out to be more complex than expected, which is why Apple postponed the launch several times.
Meanwhile, Siri AI is about to be introduced. But while users in many regions will receive the new AI functions in the coming months, the launch in Europe will be limited.
Siri AI will be available at launch on Mac, Apple Watch and Vision Pro. But iPhone and iPad users in the EU will have to be patient for the time being. The background is regulatory issues in connection with the European Digital Markets Act (DMA).
Siri AI will initially only launch in Europe on the Mac – but not on the iPhone
Apple had originally planned to deploy Siri AI in the EU to coincide with the release of iOS 27 and iPadOS 27 later this year. That fails according to the company However, the requirements of the Digital Markets Act (DMA).
In recent months, EU regulators have “not accepted any of the solutions proposed by Apple,” Apple said in a statement. “We are deeply disappointed that our users in the EU will not be able to use Siri AI on iPhone or iPad when we release our new software releases later this year,” said Craig Federighi, Apple’s senior vice president of software engineering.
A spokesman for the EU Commission contradicts this representation. “The decision not to introduce Siri AI in the EU rests with Apple alone, as there is absolutely nothing in the DMA that prevents Apple from launching new products in the EU,” explains Thomas Regnierspokesman for the European Commission.
Apple only asked the Commission for an exemption for 18 months and did not try to “find a suitable and compliant solution,” said Regnier at a regular press briefing in Brussels. However, that is not an option, “because it would mean that no other AI agent other than Siri AI – which, by the way, is operated by Google – would have the same chance of being selected by iPhone users.”
Apple, in turn, describes the interpretation of the DMA by the EU regulators as “extreme”. Regnier, however, explains that EU law is “non-negotiable”. “The Commission will not grant any exemptions – any more than a police officer would exempt a driver from obeying the speed limit.”
Siri AI: What role does the DMA really play?
The different decisions for Mac and iPhone can be explained primarily by the type of system integration and the regulatory classification of the platforms. Because on the iPhone, Siri is deeply integrated into the mobile operating system and can have extensive access to app functions, user data and system processes.
It is precisely this close integration that is particularly sensitive in the context of the DMA, as it primarily raises questions about fair access for third-party providers. The Mac, on the other hand, is considered a less strictly regulated platform in this context. Third-party providers have numerous access points that offer users alternatives.
With the iPhone, however, things are different, as Siri AI would act as the central interface here. Because it could connect users with messages, apps, personal data and device controls and is therefore not just a function.
This distinction is important in order to understand the decision of the regulatory authorities. Because if AI assistants are not just a pure software function but develop into a primary gateway for apps, content, search functions and device controls, they can be classified as platform infrastructure.
Also interesting:
- Measure your pulse using your smartphone: Google only needs the front camera for this
- Chat privately with AI: Start incognito chat with Meta AI in WhatsApp
- Smartphone as a stress factor: Why making phone calls scares many people
- Assign an action button on the iPhone: 12 functions are available to choose from
The post Apple and the DMA: Why Siri AI only starts on the Mac in Europe appeared first on BASIC thinking. Follow us too Google News and Flipboard or subscribe to our newsletter UPDATE.
As a Tech Industry expert, I believe that Apple’s decision to only activate Siri AI on the Mac in Europe is likely due to compliance with the Digital Markets Act (DMA). The DMA aims to promote fairness and competition in the digital market, and Apple may be taking proactive measures to ensure that Siri does not give them an unfair advantage over other AI assistants in the region.
By only activating Siri on the Mac in Europe, Apple may be avoiding potential antitrust issues and demonstrating their commitment to complying with regulations. This move could also be a strategic decision to show that they are willing to work within the guidelines set forth by regulatory bodies.
Overall, I believe that Apple’s decision to limit Siri’s availability on the Mac in Europe is a responsible and proactive move that aligns with the goals of the DMA and demonstrates their commitment to ethical business practices in the tech industry.
Credits