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. However, according to the group, this fails due to 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 solely with Apple, because absolutely nothing in the DMA prevents Apple from launching new products in the EU,” explains Thomas Regnier, spokesman 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.
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