Apple's new AI-driven assistant, Apple Intelligence, has been making waves in markets like the United States, but its launch in the European Union (EU) has been delayed due to the region's stringent regulatory landscape. Apple announced this June that although the phone will hit the shelves in the EU, consumers cannot enjoy the benefits of Apple Intelligence. Apple Intelligence includes AI capabilities to write and summarize text, create and edit images, transcription, as well as a more intelligent Siri.
Digital Markets Act
This is due to regulatory uncertainties and privacy concerns arising from the Digital Markets Act (DMA). The Digital Markets Act seeks to prevent major tech giants—commonly referred to as the "Magnificent Seven," including Apple, Amazon, Alphabet, Meta, and Microsoft—from monopolizing certain technologies or features. Additionally, other companies like ByteDance, the parent company of TikTok, are also notably affected by the DMA. Apple is awaiting confirmation as to whether Apple Intelligence is also considered as a gatekeeper.
Apple as Gatekeepers
For this reason, Apple has decided to delay the rollout of the software until a decision is made. Apple says one of the main requirements of the DMA, interoperability, conflicts with its own stance on privacy and security concerns. Interoperability means that key features, such as texting, calling, voice messages, and the sharing of images and videos, should work across third-party operators and competing devices. Should this be the case, Apple would be forced to open the iOS to other generative AI solutions, with the intention that end users will have a choice of different AI platforms they would like to use.
In an ever-evolving technology centric world, the intersection between the law and innovation is important more than ever. It is important to strike a balance between legal protection and market attractiveness.
