Why iPhone’s new Siri AI won’t arrive in Europe

At the heart of the dispute is the obligation to ensure interoperability. According to European regulations, Apple should grant competing virtual assistants, such as Google Gemini or ChatGPT, the exact same level of integration into the operating system granted to Siri. A request that is impracticable for the Cupertino company for security reasons. In fact, the new Siri works through a local semantic index that scans the user’s communications, messages, photos and personal data in order to respond contextually. Opening these doors to third-party applications, according to Apple technicians, would mean exposing sensitive data to potential advertising monetization or unauthorized access.

Attempts at mediation failed months ago. Apple had proposed in Brussels an intermediate solution called Trusted System Agent, a control system to act as a filter for third-party assistants while maintaining the home’s security standards. The Commission rejected the proposal, deeming it illegal to launch the service without total and immediate opening to competition. As a result, development for the European market was put on hold. While on operating systems not regulated by the DMA, such as Mac and Apple Vision Pro, the functions will be accessible, on iPhone and iPad Europe will remain stuck with the classic version of the software.

However, the limitation for European users will not affect the entire package of services. All other features linked to Apple Intelligence, from writing tools to advanced image editing and Image Playground functions, will also be available in EU countries from day one. The problem remains limited to the voice assistant and its ability to draw on personal context. The European market thus finds itself in a waiting position, with a regulatory barrier that for the first time blocks the evolution of Cupertino’s flagship product, defining an important precedent in the relationship between big tech and continental legislation.