- Apple Intelligence - the AI features suite from Apple, might not make it the European Union.
- This comes from a reputed source citing the strict DMA laws prompting Apple to make this enormous move.
- More than 450 million people won't be shunned away from Apple's AI features although it could be just a tempeasure.
Apple Intelligence, Apple’s set of AI features was announced at the WWDC 2024 earlier this month giving us a tonne of new AI features. What would you do if you found out your region might not get these features? Well, that’s what is happening with the people living in the European Union (EU) as Apple has decided not to launch Apple Intelligence in the EU citing interoperability issues concerning the EU’s Digital Markets Act (DMA).
People in the EU will be shunned away from Apple Intelligence
According to a report by Bloomberg, Apple has decided not to launch its Apple Intelligence, a set of AI features in the EU. It is a pretty known fact that the Cupertino-based giant had to change many of its policies and practices to abide by the EU’s strict regulations. This includes switching from a proprietary lightning port to a universal USB-C, allowing developers to use third-party systems for payments bypassing Apple’s major cut. Also, how Apple would allow third-party app stores and sideloading apps to name a few.
Circling back to Apple Intelligence, Apple thinks that the EU’s DMA could spark interoperability issues. In simple terms, the EU might ask Apple to open up Apple Intelligence to Android and other ecosystems, possibly compromising the integrity of the AI products and features. This could potentially put Apple users’ privacy and security in jeopardy and thus, it has decided to pull breaks on rolling out the AI features across the EU.
Do note that Apple hasn’t permanently blocked AI features on Apple from reaching the EU but rather it is a temporary measure. We could see future devices to pick up Apple’s AI features in the European Union.
Why does it justify Apple’s move?
Why do you think Apple’s move is justifiable? Apple has infused millions of dollars into building its suite of AI features. Remember that 50% of WWDC 2024 in early June was solely based on rolling out AI features. With Apple investing heavily into its AI features, opening it to other ecosystems could potentially hamper the return on investment (ROI).
The other side of the story is, that this move might prompt EU users to switch to other ecosystems such as Android and Windows that don’t place virtual locks on their AI features.
Since AI is akin to the next gold rush, every major player is banking on AI features to lure in customers. Apple’s major move to incorporate AI features might put it on the frontline although the people living in the EU might be left out. It also creates a features’ parity since people in the EU would be stripped away from AI features while the rest of the world gets the hang of the tech.
Fortunately, the Cupertino-giant did mention it as a temporary move. Irrespective of the conflicting EU’s DMA and Apple’s policies, we could see potential agreement in the future allowing the latter to unleash the Kraken. However, only time will tell.
