Apple yesterday announced that Siri AI will not be available at launch in the European Union due to the Digital Markets Act. In a new conversation with 9to5Mac today, Greg Joswiak, Apple’s senior vice president of Worldwide Marketing, went in-depth on the situation. Joswiak explained that Apple submitted its proposal for a Trusted System Agent intermediary in the EU more than six months ago. According to Apple, the EU hasn’t responded to that proposal. Instead, the European Commission expects Apple to build out the system, then regulators will determine whether it complies with the DMA.
As you guys know, and I’ll reiterate the basic features, [Siri AI] would allow Siri to understand your personal context, to tap into broad world knowledge, on-screen awareness, and bring it together in a way that only Apple can.
It includes, of course, a new dedicated app so you can revisit your conversations, expanded Visual Intelligence experience, new Writing Tools, Siri Mode in Camera on the iPhone, and like everything we do, it’s built to be private by design.
Around the world, Siri AI is going to be integrated across our products, and we’re excited that we’re able to share it with so many users. But unfortunately, while we can bring it to Mac and Vision Pro in Europe, we cannot bring it to iPad and iPhone at launch. And that’s especially painful because those are the most personal devices that we make.
