Apple will not launch its suite of generative AI features, branded as Apple Intelligence, in the European Union this year due to regulatory concerns. The company cited uncertainty regarding the Digital Markets Act (DMA) as the primary reason for delaying the rollout of features including iPhone Mirroring, SharePlay Screen Sharing enhancements, and Apple Intelligence for users in the EU.
Why is Apple Intelligence delayed in the EU?
Apple confirmed it is withholding the release of its new AI features in the European Union to avoid potential conflicts with the Digital Markets Act (DMA). According to an official statement provided to Bloomberg, the company expressed concern that the “interoperability requirements” mandated by the DMA could force it to compromise the integrity of its products, specifically regarding user privacy and data security.
The DMA requires “gatekeepers”—a designation applied to Apple—to ensure their services are interoperable with third-party platforms. Apple argues that the technical requirements to integrate Apple Intelligence with other systems while maintaining its standard of “privacy and security” are currently unfeasible under the existing regulatory framework.
Which features are affected?
The delay specifically impacts three major features scheduled for the upcoming iOS 18, iPadOS 18, and macOS Sequoia releases:
- Apple Intelligence: The company’s integrated generative AI system designed for writing, image generation, and context-aware Siri requests.
- iPhone Mirroring: A feature that allows users to view and control their iPhone directly from a Mac.
- SharePlay Screen Sharing Enhancements: Upgraded tools that allow users to draw on a screen or remotely control another person’s device during a session.
While these features will be available to users in the United States and other regions starting in late 2024, EU users will not have access to them at launch.
Regulatory friction between Apple and the European Commission
This decision highlights the ongoing tension between Silicon Valley tech giants and European regulators. The European Commission has been aggressive in enforcing the DMA to prevent anti-competitive behavior.
In March 2024, the Commission opened a non-compliance investigation into Apple, alongside Alphabet and Meta, to determine if they were meeting their obligations under the new law. Apple remains in active dialogue with the European Commission to determine if it can bring these features to European customers in the future without violating the DMA’s strict interoperability clauses.
Key Takeaways for Users
- Geographic Restriction: Apple Intelligence is currently limited to devices set to US English, with broad expansion to other languages and regions planned for 2025.
- Regulatory Hurdle: The delay is not a technical failure but a strategic choice to avoid potential fines from the European Commission, which can reach up to 10% of a company’s total worldwide annual turnover.
- Future Outlook: Apple has not provided a specific timeline for when these features might arrive in the EU, stating only that they are working to find a solution that satisfies the DMA.
For users in the EU, this means that while the core iOS 18 update will still arrive, the most anticipated AI-driven software advancements will remain unavailable until Apple and the European Commission reach a consensus on data security and interoperability requirements.
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