Siri AI Blocked in Europe: Apple and the EU in Conflict

During the WWDC 2026 conference, Apple dedicated over an hour to presenting its new virtual assistant, Siri AI, enhanced by artificial intelligence. This new assistant represents a significant advancement for Apple. However, it will not be available for iPhone and iPad users in Europe, meaning that European iPhones will inevitably be less intelligent. The ban also affects the Apple Watch, which relies on these devices. Other Apple Intelligence-related innovations will still be deployed on the continent, and Siri AI will remain accessible on macOS and visionOS.

Apple explained this decision by citing European regulations, particularly the Digital Markets Act (DMA), which aims to limit anti-competitive practices by large tech companies. Apple, heavily impacted by this legislation, has already had to open its ecosystem to alternative app stores and competing solutions to Apple Pay. The Cupertino firm criticizes the current interpretation of the DMA, which it believes would require granting direct access to private data to any virtual assistant. According to Apple, this would compromise the security mechanisms essential for protecting users.

Apple also regrets the lack of what it considers a sufficiently constructive dialogue around solutions that preserve both user privacy and data security. For years, Apple has defended its closed model, claiming it allows for stricter control of software and promises better user protection. In a statement, the company does not hide its irritation with the current situation. It believes that the interpretation of the DMA would force it to grant any virtual assistant direct access to private data as well as to other applications installed on devices.

Despite ongoing discussions with European authorities, the atmosphere remains tense. Greg Joswiak, Apple's vice president, stated that the company informed the European Union by the end of 2025 of its intention to launch Siri AI. Apple had proposed a system called Trusted System Agent to secure access for competing assistants to the same functions as Siri AI on European devices, along with a phased rollout over 18 months. However, these proposals were rejected by the European Commission.

Apple fears that the current requirements of the Commission would allow third parties to access sensitive functions, such as reading messages, modifying files, or deleting photos, without user intervention. Greg Joswiak expressed his concerns, stating that this could even enable third parties to perform certain actions within applications without direct user involvement. The company refuses to compromise the data privacy of its users, asserting that it does not wish to turn its customers into guinea pigs.