Apple blocks new AI Siri from EU users following regulatory setbacks

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Apple has confirmed that the new AI features presented during WWDC 2024 will be blocked for users within the EU. This includes generative AI-powered updates to Siri, as well as "iPhone Mirroring" and "SharePlay Screen Sharing" features. The reason is that Apple believes European rules regarding interoperability and data portability, specifically the DMA, pose a risk to user safety and data protection. European regulators have rejected Apple's proposals for meeting DMA requirements.

Varför det spelar roll

This decision highlights the tension between the innovation pace of tech giants and legislative demands for transparency and competition. Apple's assessment that EU rules hinder the secure implementation of AI features raises questions about how to balance regulation and technical development. The situation may affect the pace of AI development for European consumers compared to other regions.

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The decision directly affects millions of iPhone users within the EU who will not gain access to the latest AI features during 2024. Developers who planned to integrate with these new AI capabilities are also restricted. European regulators, striving to regulate tech monopolies, face criticism regarding how their decisions impact consumer access to new technology.

EU-status

Apple is blocking AI Siri and other new features specifically for the EU due to DMA regulations. This is a direct consequence of the European Union's ambition to promote competition and counter gatekeeper behaviour among major tech companies. EU regulation thus has a direct impact on technology availability for citizens within the union.

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Apple CEO Tim Cook has previously expressed concerns about the impact of the DMA on Apple's ecosystem and its ability to deliver an integrated user experience.