Big Tech

Apple delays launch of artificial intelligence in Europe

The news was in the air since launch day, but now it is official: EU rules slow down Apple Intelligence

by Biagio Simonetta

Tim Cook, ceo di Apple

2' min read

2' min read

The news had been in the air since launch day, but now it is official: EU rules are slowing down Apple Intelligence. The Cupertino-based company has announced that it will delay the launch of some new artificial intelligence features because EU rules require it to ensure that competing products and services can work with its devices.

The company stated that these functions - Phone Mirroring, SharePlay Screen Sharing and Apple Intelligence - will not be distributed to EU users this year.

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"In particular, we are concerned that the interoperability requirements of the DMA (Digital Markets Act) may force us to compromise the integrity of our products in ways that jeopardise user privacy and data security," an Apple spokeswoman said.

The news does not seem to have particularly shaken the market, with Apple's stock remaining virtually unchanged.

Apple unveiled its artificial intelligence, Apple Intelligence, at the latest developers' conference held in Cupertino (the WWDC). A launch that favourably shocked the market, with Apple's stock experiencing days of great enthusiasm, for a rally that brought the Cupertino company back to the top of Wall Street among the largest capitalisation companies.

Beyond the financial aspect, it is the technological impact that is striking. Because Apple Intelligence seemed from the outset to be a new technology, designed around users. An innovation capable of transforming Apple devices (iPhone in the lead) into intelligent tools, with a dual generative artificial intelligence at their disposal: Apple's very private one, for more personal questions; that of third parties (such as ChatGPT) for more generalist queries.

Apple Intelligence is scheduled to arrive in the autumn, but in Europe it will not arrive so soon. An entirely predictable choice, that of Apple, which has to reckon with the stringent European regulations, which over the past year have put the iPhone's closed design to the test. Apple, because of the DMA, had to open its secret box, to allow third-party services to enter iPhones (from stores to payment services).

Now the matter gets complicated again on the Apple Intelligence front. Here too, the Cupertino company will have to find the right balance between privacy and compliance with European dictates. A major challenge, which will take time. And which will delay the launch of AI in the Union.

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