Apple’s AI plans in Europe and the DMA landscape
Bloomberg reports that Apple has no current plans to open access to its AI-powered services for users in Europe this year. The hesitation stems from the Digital Markets Act, now in force across the European Union, which imposes strict rules on major platforms and their operations.
Among the AI features affected are Apple Intelligence, iPhone Mirroring, and Shared Gaming Screen Sharing. The latter two functions enable users to mirror iPhone screens to a Mac and to remotely control another person’s device during a session, enhancing collaboration but raising concerns about privacy and security for Apple.
Company representatives have warned that DMA compliance could compromise product integrity and raise potential risks to how user data is safeguarded. The DMA, effective since March, targets several big tech players, including Apple, Alphabet, and Amazon, with requirements to share data with competitors, grant users access to the data they generate, and provide tools for advertisers to verify and verify data allied with campaigns. Non-compliance can lead to penalties reaching 10 percent of global turnover.
Bloomberg notes that Apple has encountered similar regulatory hurdles when introducing AI services in other markets. For instance, the ChatGPT assistant remains unavailable in China, where partnerships with local developers are necessary to offer comparable capabilities. The company’s approach to AI varies by region as it negotiates local rules, privacy standards, and digital security expectations.
In related developments, Apple is pursuing partnerships and collaborations in the artificial intelligence space. The push to expand AI capabilities continues, but market access in Europe remains contingent on meeting DMA obligations and balancing consumer privacy with innovative features. As international markets evolve, Apple’s strategy appears to hinge on aligning product offerings with regional regulatory expectations while preserving user trust and platform safety.