Apple Intelligence Halts Rollout in the EU Due to Regulatory Issues

Excited for the brand new Apple Intelligence features and iOS 18? If you’re a user living in the EU, we’ve got bad news as you may be due for a longer wait. In a statement to the Financial Times, Apple has confirmed that features like Apple Intelligence will not be making it to EU users this year, citing the existing Digital Markets Act (DMA) as the main reason.

The decision follows Apple’s latest push into generative AI, and how it’s integrating them into its smartphones going forward. To that end, Apple had decided to withhold the rollout of certain features in the EU, once iOS 18 launches in September.

List of Delayed Features

For now, Apple has decided to withhold around three specific features for users in the EU: iPhone Mirroring, SharePlay Screen Sharing, and of course, the broader Apple Intelligence system.

Apple’s iPhone Mirroring is an extension of their ‘Continuity’ feature, allowing users to interact with their iPhone from a compatible Macbook or other Mac devices. This theoretically makes it easy to to drag and drop files between the two devices. Any audio you play on the iPhone can come through your Mac’s speakers too, giving it the boost you need.

On the other hand, SharePlay Screen Sharing allows you to stream your favorite shows, music or TV series with friends and family members during a FaceTime call together. Each person watching can even use the playback controls to control the broadcast. All users involved do need to have access to the content though, else they get a message asking them to sign up.

And lastly, the entire Apple Intelligence suite will also be delayed for EU markets. So no writing tools and aids like Rewrite and Proofread, no image generations as per Image Playground and Genmoji, and users may not also get the improved Siri, though that feature isn't due until 2025 anyway.

The Digital Markets Act (DMA): What is it?

The Digital Markets Act is a European law designed to limit the power of online platforms and tech companies involved with digital content, goods, and services. It’s primarily focused on promoting interoperability across systems, hopefully leading into fairer competition in the space.

Under the new regulations, software and other devices are expected to work seamlessly across different operating systems and hardware, making it easier for users to switch devices and providers without the headaches involved in data migration and keeping track of all your contacts.

For a quicker example, this is part of the law that finally pressured Apple into adopting USB-C for their latest iPhone 15 line last year while also helping users and developers access and use alternative app stores if the official Apple store isn’t to their liking.

The Way Forward for Apple

The decision to delay these features certainly raises some questions regarding the brand’s ability to implement new features during this AI arms race in the EU moving forward. Especially since the European Commission and regulators have mentioned finding “serious issues” with Apple’s marketplace implementation, likely related to the Core Technology Fee Apple charges their developers.

Additionally, this does lead to Apple facing some problems implementing Apple Intelligence in China as well, given the different regulatory and privacy standards there.

Apple did promise that they will be working with the EU in order to come up with a solution that allows them to deliver these features without compromising user privacy as well as the seamless functionality of their devices.

In the meantime, we should be able to get the upcoming features easily with some of the best iPhone 15 Pro and iPhone 15 Pro Max here at Kimstore! Stay tuned for our coverage on the newest iOS 18 and iPhone 16 once it releases this September!

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