Apple has taken its first steps into the next generation of smartphones, but Tim Cook and his team won’t be able to deliver the benefits to everyone who wants them. Due to the impact of the European Union’s regulatory measures, Apple has taken the drastic decision to remove its generative AI software suite—Apple Intelligence—from every iPhone in Europe. The company refuses to release the software to the European user base without clear guidance from regulators.
Along with iOS 18, Apple also released
iPadOS 18
macOS 15
tvOS 18
HomePodOS 18
watchOS 11
visionOS 2
iOS 17.7
iPadOS 17.7 pic.twitter.com/cYAxhNv0fq— Aaron Zollo (@zollotech) September 16, 2024
The loss of the European market to Apple Intelligence will not have an immediate impact; the software will support a minimal set of languages when available, with the first update limited to US English, and sections of the suite delayed until Q1 2025. Nevertheless, the decision leaves Apple at a disadvantage today. Mark Gurman confirmed the rollout of Apple Intelligence across the iPhone platform, including all four iPhone 16 models as well as the iPhone 15 Pro and 15 Pro Max.
iOS 18 is the most significant update in years, with more than 500 new features & changes! 🤯
So I created a movie-length video to show you every single new change coming to your iPhone. Enjoy! 🍿
Watch here: https://t.co/Fe4Od49jQ8 pic.twitter.com/fcVc268w5M
— Brandon Butch (@BrandonButch) September 16, 2024
The first public release of Apple’s generative AI tools will take place in October and consist of only a few features. The first notable release will be in December, including emojis created from generative AI routines, image editing capabilities, and the first use of ChatGPT. The complete integration throughout iOS 18, including Apple Intelligence working within the voice-activated Siri digital assistant, will not occur until March 2025.
Y’all ready for iOS 18!?
Just about 1 hour away! 🥳
— Brandon Butch (@BrandonButch) September 16, 2024
However, European iPhone users will see none of these upgrades, whether they are existing iPhone 15 Pro owners or those who buy any one of the four new iPhone 16 models. Google’s and Samsung’s AI capabilities continue to push ahead, gathering mountains of anonymized user data to improve the product as well as offering continual updates for the existing software while working to release the second-generation software.
apple’s generative AI regulatory challenges
Gemini AI rolled out with August’s launch of the Pixel 9 family, while v2 of Galaxy AI is expected in January 2025. Apple can do none of this, at least with its European user base. Generative AI is one of the current driving forces in smartphone purchasing decisions.
Apple has a strong brand identity that is partly built around the promise of privacy and is leaning into this heavily to differentiate its AI from that of the competition. Due to the dominant role that the iPhone and iOS have in the European market, the EU has labelled Apple as a gatekeeper. In the EU, Apple must allow third-party companies to work with its services, essentially removing the walled garden around these core services and allowing competition and user choice into the platform.
Apple has stated that due to the regulatory uncertainties brought about by the EU’s Digital Markets Act they do not believe that they will be able to roll out three features—iPhone Mirroring, SharePlay Screen Sharing enhancements, and Apple Intelligence—to their EU users this year. If Apple Intelligence falls under the gatekeeping requirements of the DMA, it would force Apple to open up iOS to work with other generative AI software solutions, giving users the choice of AI software they want to use on their personal devices. Apple is seeking clarity on the interaction between Apple Intelligence and the DMA, clarity that has not been forthcoming.
Thus, Apple has decided it will avoid the issue by refusing to allow its generative AI software to be installed on a purchased iPhone. It’s a drastic choice that will be seen as a downgrade by Apple’s dedicated community and leave European iPhones at a disadvantage compared to the Android-based competition.
