Apple has decided to suspend the launch of Apple Intelligence and new Siri in the European Union after being denied an exemption request under the strict Digital Markets Act (DMA) regulations. iPhone 17 Pro Max users in the EU won’t receive the latest AI features despite having the powerful 3nm A19 Pro chip.
The DMA requires big tech companies to open their systems to competitors, but Apple is concerned about user data security if they must share data with third parties. This decision directly impacts European users, who will only get basic features of the legacy Siri version.
I think this decision shows that Apple still stands firm on privacy principles, even if it means losing a major market. But EU users will have to wait and see what solutions emerge.
Siri and EU Illustration
Apple’s decision not to launch the new AI-powered Siri in the EU is a clear example of the conflict between innovation and DMA regulations. This image shows that EU users will only get to use the basic Siri version, while people in other regions will get a more advanced AI experience.
I think this image represents the technology gap that’s emerging. iPhone users in the EU might have to rely on Google Assistant or Alexa instead, which is something Apple probably doesn’t want to see, but it’s an unavoidable consequence of strict regulations.
Why Apple Had to Stop Siri in the EU
The whole situation started when Apple requested an exemption from the DMA (Digital Markets Act) in the EU but was rejected. This law forces big tech companies to open up their systems more, but Apple is afraid that user data and AI models could leak.
For EU users who bought the iPhone 17 Pro Max with the 3nm A19 Pro chip, they must be very disappointed because instead of getting the new Siri intelligence, they have to use the old version that can’t answer many questions.
I think this is a very unfortunate decision because users who paid full price for a flagship device don’t get complete features, while people in other regions will get a better experience just because they live somewhere else.
Siri in Apple’s Strategic Plan
Apple positions Siri as the heart of the Apple Intelligence system, using it as a bridge between various apps in the iOS ecosystem through collaboration with the high-performance 3nm A19 Pro chip that can process AI on-device in real-time.
The lack of Siri Intelligence becomes a major weakness compared to Google Assistant, which answers complex questions better, and Alexa, which controls smart homes more comprehensively. The legacy Siri version provided as a replacement can’t create the differentiation it should.
I think the lack of Siri intelligence makes the fully-equipped iPhone 17 Pro Max with its 6.9-inch display and 12GB RAM just an ordinary device instead of a truly outstanding flagship.
Comparing Old and New Siri
| Factor | Current Siri Version | Apple Intelligence (iOS 18) |
|---|---|---|
| Response Time | 3-5 seconds | Instant response |
| Context Understanding | Single commands | Continuous conversation understanding |
| App Integration | Basic apps only | Controls all apps |
| Processing | Cloud-based | On-device A19 Pro |
The new Siri that comes with iPhone 17 Pro Max can understand context from previous conversations and control more than 20 external apps, which is different from the old version that only answers simple questions.
Devices with the 3nm A19 Pro chip process AI commands directly on-device without waiting to send to servers like before. I think if you get to use it for real, it would feel like having a much smarter personal assistant in your hand.
Real-Life Scenarios Where New Siri Would Change Lives
Cross-app commands make life much easier, like saying “Find nearby restaurants and send the address to my girlfriend” - Siri would open Maps to find restaurants, then automatically send a message through Line or WhatsApp.
Deep context understanding really helps when calling multiple times. If we ask about work, then follow up with “When will it be finished,” it knows we’re referring to the same work, not starting a new conversation.
Natural conversations make complex commands easier - say “Help schedule a meeting tomorrow at 2 PM and remind me 30 minutes before” instead of having to open multiple apps yourself.
I think people who use their phones heavily for work will clearly feel the difference because it saves time on many small steps.
Comparison with Competitors
| Factor | Apple Siri | Google Assistant | Amazon Alexa |
|---|---|---|---|
| Language Support | 21 languages | 95+ languages | 8 languages |
| AI Conversation | ChatGPT integration | Bard integration | Basic AI |
| Smart Home devices | HomeKit only | 15,000+ brands | 100,000+ devices |
| Privacy approach | On-device processing | Cloud-based | Cloud-based |
Currently, Google Assistant leads in language support with 95+ languages while Siri only supports 21 languages. Amazon Alexa is strongest in smart home, supporting 100,000+ device models.
I think Apple focuses more on privacy because it processes most things on-device without sending data out, but this makes it slower than competitors using cloud computing.
The EU blocking Siri Intelligence makes Europeans have to choose between privacy and performance more than before.
Pros and Cons of This Decision
Pros
- +Apple maintains its original privacy principles
- +EU users get the same data protection as before
- +Competitors like Google and Samsung have opportunities to capture EU market
Cons
- −iPhone users in EU miss out on new AI features
- −Apple loses opportunity to expand ecosystem in EU
- −EU AI innovation might be held back
I think this decision is a major trade-off. Apple chose not to compromise on privacy principles but had to sacrifice the EU market with 450 million people.
In the long run, it might make the EU reconsider regulations if they don’t want tech giants to turn their backs, because the impact on competition and innovation is quite significant.
Hidden Costs
Complying with DMA isn’t just about technical issues, but massive costs that Apple must bear. Opening the Siri system for third-party access means creating entirely new APIs and updating security systems.
Additionally, they need to hire more compliance teams, conduct continuous audits, and risk fines for violations that could reach up to 20% of global revenue.
I think re-developing to comply with EU rules might slow Apple down in releasing new features because they have to consider legal complexity as well.
The long-term impact is that innovation might be constrained because tech companies spend more time and resources on compliance than creating new things.
Who Wins and Loses from This Situation
Apple users in the EU are the biggest losers because they don’t get to use the new Siri AI with full features like other regions, but they benefit from stronger privacy protection.
AI developers in the EU get growth opportunities because Apple’s withdrawal leaves space for local AI assistants or new startups.
Competitors like Google and Samsung have a clear advantage because they can use this point in marketing that their services work fully everywhere.
I think EU regulatory agencies succeeded in sending a signal that they won’t compromise with Big Tech, but might face criticism for making EU citizens lose access to new technology.
Future of AI and Regulation in Europe
The Siri case shows that the EU is serious about AI regulation. Tech companies must adjust strategies to comply with the Digital Markets Act and AI Act that will take full effect in 2025.
The clear trend is developing “Europe-first” AI that considers privacy and fair competition from the start, not fixing things later.
I think we might see Siri return to the EU in late 2025 or early 2026 when Apple develops a new framework supporting third-party integration and data portability as required by law.
Ultimately, this battle will set global AI development standards because if Apple can do it for the EU, they’ll apply it to other markets too.