Apple to delay launch of Apple Intelligence and other AI-powered features in EU

Apple said that three AI features, Phone Mirroring, SharePlay Screen Sharing enhancements, and Apple Intelligence will not be launched in the EU this year.

Kurt Robson June 24 2024

Apple said on Friday (21 June) that it would be delaying the launch of three new AI features because landmark EU tech rules require it to ensure that rival products and services can function with its devices. 

The tech giant announced Apple Intelligence, its new GenAI feature, for new versions of the iPhone, iPad and iMac at its 2024 developer conference on 10 June. The move highlighted Apple’s ambitions to compete with other Big Tech companies that have heavily invested in AI since the launch of OpenAI, including Microsoft and Google.

Apple announced that three AI features, Phone Mirroring, SharePlay Screen Sharing enhancements, and Apple Intelligence will not be launched in the EU this year because of regulatory uncertainties due to the EU’s Digital Markets Act (DMA).

“Specifically, we are concerned that the interoperability requirements of the DMA could force us to compromise the integrity of our products in ways that risk user privacy and data security,” Apple said.

“We are committed to collaborating with the European Commission in an attempt to find a solution that would enable us to deliver these features to our EU customers without compromising their safety,” the company added.

In a statement to Bloomberg, EU officials said Apple would be welcomed in the bloc provided it followed the laws there.

The DMA aims to limit large digital actors, designated as gatekeepers, from engaging in practices deemed to be unfair.

The European Commission announced last week that was preparing to charge tech giants Apple and Meta for not adhering to the DMA.

The Commission said it viewed both companies as high-priority cases and planned to issue preliminary findings before the summer break in August, with a final decision predicted for November.  

Apple is likely to be the first to face charges, followed by Meta, Reuters reported, citing insiders. 

Both companies have been under investigation since March, alongside Google, as part of the Commission’s efforts to enforce the new rules.  

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