Apple And EU Clash Over Siri AI Rollout, Privacy And DMA Rules At Centre Of Dispute

EU regulators and Apple, the Cupertino-based tech giant, seem to be in a tussle, as the former slammed the tech giant on Tuesday for putting the blame on EU tech rules, which Apple suggests stopped it from launching its upgraded assistant Siri AI in the European Union for now, expressing that the regulator has rejected its plea for an 18-month exemption from its obligations.

Apple on Tuesday said that its latest Siri AI that was just showcased at the WWDC 2026 would not be available in the EU on devices like iPhones or iPads and said that the European Commission did not engage in a constructive conversation in order to ensure privacy and security compliances on their devices.

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Apple has revealed that it previously approached European regulators with a proposal aimed at bringing its upcoming Siri AI features to users in the European Union without compromising privacy and security. According to the company, the plan involved introducing an intermediary layer over an 18-month period that would enable third-party virtual assistants to interact with Siri AI while maintaining safeguards around user data. However, Apple says the proposal was rejected.

Speaking during a media briefing at the company's headquarters in Cupertino, California, Apple executives stressed that the next generation of Siri would require access to an unprecedented amount of personal information stored on users' devices. This could include communications, app data, and other highly sensitive information that powers personalised AI experiences.

Greg Joswiak, Apple's marketing chief, argued that the company was being pushed into a situation it was not comfortable with from a security standpoint.

"In essence, a commission that's asking us to conduct a very risky experiment on many, many, many tens of millions of users," Joswiak told reporters. "And we only want to ship these capabilities when we can do so safely."

The European Commission strongly disagreed with Apple's characterisation of the situation.

Responding from Brussels, Commission spokesperson Thomas Regnier said the decision to delay Siri AI in the region was entirely Apple's choice and not the result of any restrictions imposed by the Digital Markets Act (DMA).

"The decision not to roll out Siri AI in the EU is Apple's and Apple's only," Regnier said.

He added that the DMA does not prevent companies from launching new products or services in Europe, provided they comply with the regulation's interoperability requirements.

According to Regnier, Apple failed to develop a solution that met the EU's privacy and security expectations while also satisfying the DMA's requirements.

"Apple was simply unable to develop interoperability solutions that meet essential EU privacy and security standards," Regnier said.

He further claimed that Apple sought a temporary exemption from its obligations under the DMA rather than finding a compliant path forward.

"Instead of trying to find a suitable compliance solution, Apple simply made a request to the European Commission to be exempted from their interoperability obligations under the DMA – and this for at least 18 months. That's not an option," Regnier said.

The disagreement highlights the growing tension between major technology companies and European regulators as AI-powered features become increasingly integrated into consumer devices.

Europe remains one of Apple's most important markets, accounting for nearly 27 per cent of the company's total revenue during its most recent fiscal year, although Apple does not disclose sales figures specifically for the EU.

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Apple also noted that the DMA has already affected the rollout of several features in the region. The company says capabilities such as iPhone Mirroring on Mac, Live Translation for AirPods, and certain location-based features in Maps have all faced delays in the EU because of regulatory requirements.

Introduced to curb the dominance of large technology platforms, the DMA is designed to create a more competitive digital ecosystem by giving consumers greater choice and making it easier for rivals to compete. Companies found to be in violation of the regulation can face penalties of up to 10 per cent of their global annual revenue.

(Includes Agency Inputs)