Apple won’t roll out ‘Apple Intelligence’ amidst EU regulatory concerns

Apple announced on Friday that three major features—Apple Intelligence, iPhone Mirroring to macOS Sequoia, and SharePlay Screen Sharing—will not be available in the European Union when iOS 18 and macOS Sequoia launch this fall.

The decision is due to regulatory concerns under the Digital Markets Act (DMA), as reported by Bloomberg.

  • iPhone Mirroring: This feature allows users to replicate their iPhone screen on a Mac, showing live interactive content and notifications.
  • SharePlay Screen Sharing: An upgrade to FaceTime’s screen-sharing feature, allowing users to take control of a friend’s device.

These features are also held back due to the DMA’s requirements.

Regulatory Concerns

Apple explained that the features are affected because the interoperability requirements of the DMA could compromise “user privacy” and “data security”.

The DMA, passed in 2023, aims to prevent major tech companies from acting as “gatekeepers” and requires basic functionalities to work across competing devices and ecosystems.

Discussions with EU and Consumer Impact

Apple is currently discussing with the EU to resolve how to offer these features while ensuring user safety.

However, this means consumers in the EU, including those in France, Germany, Spain, and Italy, will not have access to these new technologies for the time being.

The specific compliance challenges under the DMA are not fully defined, but Apple’s decision could lead to frustration among EU consumers and regulatory scrutiny.

Global Rollout – Apple Intelligence

Outside the EU, Apple Intelligence will roll out this fall for U.S. English devices with iOS 18. Future updates will bring more features, such as enhanced Siri capabilities.

Mac iPhone Mirroring will come later this year with an update to macOS Sequoia, and SharePlay Screen Sharing will be included in the first iOS 18 release.

On the other hand, Apple Intelligence faces challenges globally, including in China, where OpenAI’s ChatGPT is banned. Apple is considering partnerships with companies like Baidu Inc. and Alibaba Group Holding Ltd.

EU Release and DMA Compliance

An EU release date for these features has not been announced, and it is unclear how long it will take Apple to comply with the DMA to introduce them in the EU.