October 29, 2024 – Apple has announced today that it plans to roll out its Apple Intelligence feature to iPhone and iPad users in the European Union in April 2025. This move will enable EU-based customers to experience the company’s new suite of AI-powered tools, including a smart writing assistant, Genmoji, and an enhanced version of Siri.
Interestingly, Mac users in the EU have already been given a taste of Apple Intelligence. By upgrading to macOS Sequoia 15.1 and setting their device to US English, they can explore a range of AI capabilities, such as the writing assistant, Genmoji, and a more comprehensive Siri.
Earlier this year, in June, Apple had declared its intention to withhold the launch of Apple Intelligence in the EU, citing concerns related to the European Union’s Digital Markets Act (DMA). The company expressed its apprehension that the DMA would compel it to lower the security standards of its products and services, thus justifying its decision to temporarily withhold the introduction of new AI technologies, including Apple Intelligence, iPhone mirroring, and SharePlay screen sharing, to hundreds of millions of users in the European market.
Following Apple’s announcement, the EU responded, stating, “We welcome large platforms like Apple to provide services in Europe, as long as they comply with our rules designed to ensure fair competition.” The DMA, as per public information, imposes a set of detailed behavioral norms on big technology platforms, aiming to foster fair competition in the market and protect consumer interests. Among its provisionss, large tech companies are prohibited from unfairly excluding other competitors using their market position or platform, merging personal data across services, utilizing third-party data for competition, and must allow users to download competing applications.
Several major technology companies have voiced their concerns regarding the EU’s Digital Markets Act.
