Apple’s Siri AI delay for the EU isn’t going away anytime soon, I’m afraid

With Siri AI, Apple has finally made good on the promises that it made during WWDC (Worldwide Developers Conference) 2024. However, Siri AI remains unavailable in the European Union and, if insider analysis is anything to go by, this could remain the case for a very long time.

No Siri AI for the European Union

Due to regulatory conflicts with the EU’s DMA (Digital Markets Act), Apple has not rolled out the new, much more capable Siri AI in the region. The EU argues that this decision is Apple’s alone, while the latter refuses to completely submit to the European Commission’s demands following the rejection of its proposed Siri AI rollout strategy.

Apple is using this delay to pressure the EU

In his newsletter Power On, industry insider Mark Gurman claims that Apple has been using the Siri AI delay across the region to put pressure on the European Commission. If enough customers get enraged and demand action, the European Commission might cave and let Apple roll out Siri AI as it deems fit.

Gurman also says that while Siri AI might not be an important enough part of the Apple ecosystem to drive change in the EU, there are still plenty of frustrated EU consumers judging by the amount of messages that he sees.

The consumer loses in the end

Unfortunately, the ongoing beef between Apple and the EU means that it’s the end consumer who loses. People in the EU are paying full price for an incomplete product. They’re paying and still not getting what they’ve seen Apple market at its events.

The entire ordeal is also contentious online, with some siding with the EU and others arguing that the European Commission doesn’t understand technology.

I’d be livid if I had to buy an incomplete product

Honestly, I wouldn’t even consider Apple’s devices if I were in the EU. I’m not paying flagship prices for the privilege of missing out on some of the most heavily marketed features and services.

This might be controversial, and I want to preface this by saying that I do think that the EU does a lot of things right, but I kind of feel like the European Commission can be stubborn for no reason at times.

A lot of recent regulatory action directed at American companies seems very arbitrary to me, though the good often outweighs the bad, in my opinion.

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