Apple Intelligence in Europe: What’s happening and why the hold-up?

After months of rumors and building hype, Apple has finally launched the iPhone 16 series, with the focus on its new Apple Intelligence features that come with iOS 18. The Cupertino giant has confirmed that these fancy new AI features will start rolling out to users with supported devices in October. However, there’s a BIG catch here. Apple Intelligence won’t be available anytime soon for iPhone users in the European Union.

The rollout and requirements

According to Apple’s official support documentation, Apple Intelligence has specific requirements for iPhone users. It’s compatible with iPhone 16 series and iPhone 15 Pro models running iOS 18.1. Users need to set their device and Siri language to a supported language and have at least 4 GB of available iPhone storage. Initially, Apple Intelligence will only support US English, with plans to expand to other English variants, including the UK, in December. Other languages like German, Italian, Portuguese, Chinese, French, Japanese, and Spanish are expected to be added next year. However, due to DMA restrictions, this expansion won’t affect EU iPhone users for now.

Crucially, the documentation states that “Apple Intelligence will not currently work if you are in the EU and if your Apple ID Country/Region is also in the EU.” This restriction applies even if users have a compatible device and language settings. Interestingly, EU residents traveling outside the EU can use Apple Intelligence if their device and Siri language are set to a supported language.

Features unavailable in the EU

Users in the EU will miss out on a range of exciting AI-powered features. These include:

1. Personalized AI assistance using multiple in-phone context models
2. Advanced Writing Tools for rewriting emails, notes, and more
3. AI-generated emojis and images for enhanced expression
4. Improved Siri with better context understanding and cross-app actions
5. Integration with third-party AI tools like ChatGPT via the new Camera Control button
6. iPhone Mirroring for controlling the iPhone on a connected Mac
7. Enhanced SharePlay Screen Sharing for remote assistance
8. Other AI-powered capabilities like Genmoji and Image Playground

Apart from these AI features that we saw previously, Apple also introduced a new “Visual Intelligence” feature during the iPhone 16 series launch event. It lets users learn instantly about the world around them using their iPhone’s camera. Enabled by the new capacitive camera button on iPhone 16 and 16 Pro models, users can click, hold, and point their camera to get instant information about objects, places, or text—like restaurant details or event flyer info—without storing images on Apple’s servers. It also integrates with third-party models, allowing users to seamlessly search for additional information, like identifying a bike or getting help with study notes. The feature is set to launch later this year and will also be missing from EU iPhones unless Apple manages to reach an agreement in the region to launch the feature.

These features are built into the core of the iPhone 16 series, making the delay particularly frustrating for European users eager to experience the full potential of their new devices. For those interested, Apple has a quick video showing off the new AI features that you can check out below:

The DMA hurdle

The reason behind this delay lies in the complex web of regulations, particularly the European Union’s Digital Markets Act (DMA). This sweeping legislation, which came into full effect in March 2024, aims to curb the market power of tech giants and imposes strict rules on how large tech companies operate their platforms and handle user data.

Apple, designated as a “gatekeeper” under the DMA, has been working to bring its products and services into compliance. However, the integration of AI features like Apple Intelligence presents new challenges in terms of data processing, privacy, and competition concerns. In a statement to Financial Times a couple of months ago, Apple acknowledged that “due to the regulatory uncertainties brought about by the Digital Markets Act,” they don’t believe they’ll be able to roll out Apple Intelligence to EU users this year.

The delay doesn’t just affect Apple Intelligence. Other features like iPhone Mirroring and SharePlay Screen Sharing enhancements are also on hold for European users. This means EU iPhone owners will miss out on a wide range of additions that overhaul everything from Siri to various apps, as well as new capabilities like Genmoji, Image Playground, and Writing Tools.

Apple is reportedly in active discussions with EU regulators to ensure Apple Intelligence aligns with DMA requirements. Key points of contention include data processing, fair competition, and transparency. The EU wants clarity on how Apple will handle and protect user data when powering AI features, and there are concerns about whether Apple’s AI features could give its own apps an unfair advantage over third-party alternatives.

Ironically, Apple’s strong stance on privacy might be contributing to the delay. The company’s “Private Cloud Compute” technology, which aims to process AI requests without storing user data, is a selling point for privacy advocates. However, EU regulators want assurances that this system can be independently audited for compliance with data protection laws.

What’s going to happen?

The situation is further complicated by ongoing discussions about Apple’s implementation of other DMA requirements. The European Commission is preparing to make a ruling on whether prior changes to allow for app marketplaces meet the terms of the DMA. Regulators have expressed “very serious” concerns about Apple’s implementation, particularly related to the Core Technology Fee that Apple is charging.

That said, Apple’s documentation does offer a glimmer of hope, stating that once Apple Intelligence becomes available in the EU, previously purchased compatible iPhone models will be able to activate and use it in the region. However, no specific timeline for this availability has been provided. Moreover, the European Union isn’t the only region where the company’s new AI features won’t be available in the foreseeable future. iPhone users in China will also not be able to use Apple Intelligence features in the country immediately. However, in the footnotes of Apple’s official website for China, the company does indicate that it’ll launch in the country later. So users in these two regions will simply have to wait for Apple to find a way to bring the AI features to the regions.