APPLE HOLDS BACK AI RELEASES IN EU DUE TO DIGITAL MARKETS RULES

Last updated: June 19, 2025, 19:25 | Written by: Charlie Shrem

Apple has announced a significant setback for its European Union users, confirming it will delay the release of its highly anticipated Apple Intelligence features, along with iPhone Mirroring and SharePlay Screen Sharing, due to concerns surrounding the Digital Markets Act (DMA).This landmark EU legislation, designed to ensure fair competition among digital giants, is creating regulatory uncertainties that Apple believes could hinder its ability to deliver these new functionalities as intended. Today, the European Commission found that Apple breached its anti-steering obligation under the Digital Markets Act (DMA), and that Meta breached the DMA obligation to give consumers the choice of a service that uses less of their personal data.Millions of Apple customers in Europe will miss out on these advanced AI-powered tools, initially scheduled for release alongside the new iPhone 16. Apple said in a statement Friday that due to the regulatory uncertainties brought about by the DMA, we do not believe that we will be able to roll out three of these features iPhone Mirroring, SharePlay Screen Sharing enhancements, and Apple Intelligence to our EU users this year.This decision underscores the growing tension between tech companies and regulators over data privacy, interoperability, and control within the digital marketplace. Apple's AI features won't be available in Europe due to regulatory concerns. For now, at least. On Friday, the company shared in a statement to European outlets that it will block the release ofThe EU’s move to proactively regulate the tech sector is making big players like Apple rethink how they release products and features in Europe.The questions remain: what does this mean for consumers, and how will the ongoing negotiation between Apple and the EU evolve in the coming months? The move on Thursday is the fourth time the iPhone maker has made changes to its EU business terms since first moving to comply with the bloc s Digital Markets Act earlier this year. The rulesIt’s a pivotal moment that could reshape the future of technology deployment across Europe.

Understanding the Digital Markets Act (DMA) and its Impact on Apple

The Digital Markets Act (DMA) is a sweeping piece of legislation enacted by the European Union with the primary goal of leveling the playing field for digital businesses. A few months after opening a non-compliance case on Apple and the Digital Markets Act (DMA), the European Commission has shared its preliminary findings with Apple. And the bottom line is that theIt targets so-called “gatekeepers,” large tech companies that control access to essential digital services, such as app stores, social media platforms, and search engines.The DMA aims to prevent these gatekeepers from engaging in anti-competitive practices that stifle innovation and harm consumers.

Key Provisions of the DMA

The DMA introduces a series of obligations and prohibitions for gatekeepers, including:

Interoperability: Ensuring that their services can work seamlessly with those of other providers.
Data Portability: Allowing users to easily transfer their data between different platforms.
Fair Access: Preventing gatekeepers from favoring their own services over those of competitors.
Anti-Steering: Prohibiting gatekeepers from preventing app developers from directing users to cheaper options outside of the app store.

For Apple, the DMA's emphasis on interoperability and fair access is particularly relevant.The company's tightly controlled ecosystem, which has historically prioritized seamless integration within Apple devices and services, is now facing pressure to open up to rival platforms and services. Apple has announced a delay in the launch of three new artificial intelligence (AI) features in Europe due to regulatory challenges posed by the European Union s Digital Markets Act (DMA). The features, which will be available in the US this autumn, are now scheduled to launch in Europe in 2025.Apple believes that the DMA's requirements could potentially compromise the user experience and security of its products.

Apple's Concerns Regarding DMA Compliance

Apple's decision to hold back the release of Apple Intelligence, iPhone Mirroring, and SharePlay Screen Sharing in the EU stems from specific concerns about complying with the DMA.The company argues that the DMA's broad requirements for interoperability could force it to make changes to its services that undermine their core functionality and security.

Specific Features Affected

Let's delve deeper into the specific features being delayed:

Apple Intelligence: Apple's suite of AI-powered features designed to enhance user experience across its devices.This includes features like intelligent writing assistance, enhanced photo editing, and proactive suggestions.The DMA's requirements for interoperability could potentially force Apple to open up its AI models and data to third-party services, raising concerns about data privacy and security.
iPhone Mirroring: A feature that allows users to seamlessly mirror their iPhone screen on their Mac, enabling them to control their phone directly from their computer. Apple delays release of new AI features in Europe J. Due to regulatory uncertainty, Apple has decided not to roll out its AI capabilities to users in the EU this year.The DMA's emphasis on fair access could create challenges for Apple in ensuring a secure and reliable connection between its devices and third-party devices.
SharePlay Screen Sharing: A feature that allows users to share their screen with others during FaceTime calls, enabling them to collaborate on documents, watch videos together, and more.The DMA's interoperability requirements could potentially require Apple to make its screen-sharing technology compatible with other video conferencing platforms, potentially compromising the user experience.

Apple fears that complying with the DMA could force it to compromise on its commitment to user privacy and security. Apple will hold back the release of Apple Intelligence, iPhone Mirroring and SharePlay Screen Sharing in the European Union out of concern about regulations in the Digital Markets Act (DMA)For instance, the DMA might require Apple to allow third-party app stores on its devices, which could increase the risk of malware and other security threats.The company also worries that the DMA's interoperability requirements could force it to share sensitive user data with other companies, potentially violating users' privacy rights.

The European Commission's Perspective and Actions

The European Commission, the executive branch of the EU, has been actively investigating Apple's compliance with the DMA. The company said in an email on 21 June that its big AI feature known as Apple Intelligence will not be coming to the EU this year because of issues with the Digital Markets Act (DMA), theIn fact, the European Commission has already issued preliminary findings against Apple, accusing it of breaking the new rules on digital competition within its App Store marketplace.These findings suggest that Apple's current practices prevent app makers from informing users about cheaper options available on other platforms.

Earlier this year, Apple announced changes to its EU business terms to comply with the DMA, but the Commission seems to believe these changes are not sufficient. Due to the regulatory uncertainties brought about by the Digital Markets Act, we do not believe that we will be able to roll out three of these [new] features - iPhone Mirroring, SharePlay ScreenThe Commission's actions indicate a commitment to enforcing the DMA and ensuring that Apple and other gatekeepers comply with its provisions. EU competition commissioner Margrethe Vestager has stated that Apple is facing a number of very serious issues with its DMA compliance in Europe.

Fines and Penalties

The European Commission has already demonstrated its willingness to impose significant fines on companies that violate the DMA. After SignTime was released, I felt a stronger sense of belonging because it bridged the communication gap that previously existed, says Ricky Winarta, Apple Carnegie Library. This made it easier to build relationships, removed any unnecessary barriers when typing back and forth with customers and coworkers, and made the customer s experience better.Both Apple and Meta have already faced penalties for breaching the EU's new digital rulebook. Apple is facing a number of very serious issues with its Digital Markets Act compliance in Europe, EU competition commissioner Margrethe Vestager said in an interview with CNBC. The EuropeanThis sends a clear message that the Commission is serious about enforcing the DMA and holding gatekeepers accountable for their actions.

Potential Consequences for EU Consumers

While the DMA aims to benefit consumers by fostering competition and innovation, Apple's decision to delay the release of its new features raises concerns about the potential negative consequences for EU users. Due to the regulatory uncertainties brought about by the Digital Markets Act, we do not believe that we will be able to roll out three of these [new] features iPhone Mirroring, SharePlayMillions of Apple customers in Europe will miss out on the latest advancements in AI and device integration, while users in other regions will enjoy these features.

Delayed Access to Innovation

The delay in the release of Apple Intelligence, iPhone Mirroring, and SharePlay Screen Sharing means that EU users will have to wait longer to experience the benefits of these new features.This could put them at a disadvantage compared to users in other regions, who will have access to these tools sooner.

Reduced Competitiveness

Some argue that the DMA could stifle innovation by forcing companies to comply with regulations that are overly burdensome or that conflict with their business models.Apple's decision to delay the release of its new features could be seen as evidence of this.However, proponents of the DMA argue that it will ultimately promote innovation by creating a more level playing field for all companies.

Future Outlook and Possible Scenarios

The ongoing negotiations between Apple and the European Commission will likely determine the future of Apple's services in the EU. Apple announced its AI-capable iPhone 16 at its developer conference last month, but the AI technology will not reach Europe. Apple has specifically said this was due to complications the companySeveral scenarios could play out in the coming months:

Apple Concedes: Apple could ultimately agree to make the necessary changes to its services to comply with the DMA. The European Commission issued the first fines under its Digital Markets Act on Wednesday, slapping tech giants Apple and Meta with penalties for breaching the EU s new digital rulebook. Apple faces a 500 million fine for breaching the regulation s rules for app stores, while Meta drew a penalty of 200 million for its pay or consentThis would allow the company to release its new features in the EU, albeit with some modifications.
Negotiated Compromise: Apple and the European Commission could reach a compromise that addresses both the DMA's concerns and Apple's concerns about user privacy and security.This could involve a phased rollout of the new features, with certain modifications made over time.
Continued Delay: Apple could continue to delay the release of its new features in the EU until it is confident that it can comply with the DMA without compromising its values. Apple will delay launching three new artificial intelligence features because landmark European Union tech rules require it to ensure that rival products and services can function with itsThis would mean that EU users would continue to miss out on these features for the foreseeable future.

The outcome of this situation will have significant implications for the future of technology regulation in Europe. Apple has warned about delays in launching new artificial intelligence-powered product features for users in the European Union (EU). These features include iPhone mirroring, SharePlay screen sharing, and Apple Intelligence generative AI tools. The tech giant blamed the development on restrictions arising from the EU s Digital Markets Act (DMA).If the European Commission successfully enforces the DMA, it could set a precedent for other countries and regions to adopt similar regulations. Apple s artificial intelligence features may not be available for millions of its European Union customers this year, due to concerns with the bloc s digital markets rules. The company saidOn the other hand, if Apple is able to successfully challenge the DMA, it could weaken the EU's ability to regulate the tech industry.

What Can EU Apple Users Do?

While EU Apple users might feel frustrated by this delay, here are some actionable steps they can consider:

Stay Informed: Keep up-to-date with the latest news and developments regarding Apple's DMA compliance and the potential release of the new features.
Provide Feedback: Share your feedback with Apple and the European Commission about your concerns and expectations regarding the DMA.
Explore Alternatives: Consider exploring alternative services and apps that offer similar functionalities to the delayed Apple features.
Be Patient: The situation is evolving, and there is still a chance that Apple will eventually release the new features in the EU.

The Broader Context: EU's Push for Tech Regulation

Apple's situation is not isolated.The EU has been aggressively pushing for greater regulation of the technology sector in recent years.This push is driven by concerns about the power and influence of large tech companies, as well as concerns about data privacy, antitrust, and online content moderation.

Key EU Regulations

Besides the DMA, other significant EU regulations impacting the tech industry include:

General Data Protection Regulation (GDPR): A comprehensive data privacy law that gives individuals more control over their personal data.
Digital Services Act (DSA): A law that aims to regulate online platforms and protect users from illegal and harmful content.
AI Act: A proposed law that would regulate the development and deployment of artificial intelligence technologies in the EU.

These regulations reflect the EU's commitment to shaping the digital landscape and ensuring that technology benefits society as a whole. Apple said Friday it won't release three recently announced features, including its flagship Apple Intelligence AI product, in the European Union in 2025 due to regulatoryHowever, some critics argue that the EU's regulations are overly burdensome and could stifle innovation.It’s important to remember that recently, the EU’s digital chief stated the EU is cutting back tech regulation to spur investments in artificial intelligence.

Meta's GDPR Issues and Data Privacy Concerns

Meta, another tech giant, is also facing significant challenges in the EU due to data privacy concerns under the GDPR.Meta was recently ordered to halt training its AI models using Facebook and Instagram user posts in the region. The company announced Friday that it would block the release of Apple Intelligence, iPhone Mirroring and SharePlay Screen Sharing from users in the EU this year, because the Digital Markets ActThis highlights the increasing scrutiny over how tech companies collect, process, and use user data, especially in the context of AI development.

The GDPR's stringent requirements for data protection are forcing tech companies to rethink their data practices and obtain explicit consent from users for data processing.This is creating challenges for companies that rely on large datasets to train their AI models, and it could lead to delays in the development and deployment of AI technologies in the EU.

Conclusion: Navigating the Regulatory Maze

Apple's decision to hold back the release of its new AI features in the EU underscores the growing complexity of navigating the regulatory landscape for technology companies. Apple says the Digital Markets Act s interoperability requirements could delay EU rollouts of features like iPhone mirroring and Apple Intelligence AI.The Digital Markets Act (DMA), with its emphasis on interoperability and fair access, is forcing companies like Apple to reconsider their business models and product strategies. Apple has warned that it will not roll out the iPhone s flagship new artificial intelligence features in Europe when they launch elsewhere this year, blaming uncertainties stemming fromWhile the DMA aims to benefit consumers by fostering competition and innovation, it also raises concerns about potential negative consequences, such as delayed access to new features and reduced competitiveness. The EU is cutting back tech regulation to spur investments in artificial intelligence, not because of pressure from US Big Tech companies and the Trump administration, the bloc s digital chiefThe ongoing negotiations between Apple and the European Commission will be crucial in determining the future of Apple's services in the EU.Ultimately, the success of the DMA will depend on whether it can strike a balance between promoting competition and protecting consumer interests.The future of technology in Europe hinges on these key negotiations. The company announced Friday that it would block the release of Apple Intelligence, iPhone Mirroring and SharePlay Screen Sharing from users in the EU this year, because the DigitalThe key takeaways are:

Apple is delaying AI releases in the EU due to Digital Markets Act compliance concerns.
The DMA aims to ensure fair competition but raises interoperability and security concerns for Apple.
EU consumers may experience delayed access to innovative features.
The outcome will shape the future of tech regulation in Europe.

Stay informed and engaged as this situation unfolds, and consider how these regulatory changes may impact your own digital experience. European Union regulators are accusing Apple of breaking new rules on digital competition by imposing rules in its App Store marketplace that prevent app makers from pointing users to cheaper options on other venues.What side are you on?Do you think the EU is right in its regulations, or is Apple being unfairly targeted?The discussion is far from over.