Apple and EU negotiate to save Siri AI launch in Europe

What happened?

On June 30, 2026, Apple CEO Tim Cook and EU tech chief Henna Virkkunen held a virtual meeting that sources described as 'constructive' to address the regulatory block preventing the launch of Siri AI in Europe. According to 9to5Mac, the video call lasted about 90 minutes and focused on key points of conflict: compliance with the Digital Markets Act (DMA) and the General Data Protection Regulation (GDPR). Siri AI, the enhanced version of the assistant with generative artificial intelligence, was announced by Apple at WWDC in June 2025, but its deployment in the European Union has been delayed because authorities believe it could violate competition and privacy rules. The meeting aims to unlock the situation and prevent Apple from falling behind competitors like Google and Microsoft, which have already launched their generative AI assistants in the region.

Why is it important?

This case is a paradigmatic example of the conflict between technological innovation and regulation. The DMA, which came into effect in 2023, designates Apple as a 'gatekeeper' and requires it to allow interoperability of its services with third parties, as well as not to favor its own platforms. Siri AI, by integrating deeply with Apple's ecosystem — from the operating system to native apps — could make it difficult for third-party assistants like Google Assistant or Alexa to compete on equal terms. For example, Siri AI could access calendar, messages, and health data in a privileged way, while an external assistant would have limitations. Additionally, GDPR imposes strict requirements on the processing of personal data: Siri AI requires massive training with user data to improve its responses, which clashes with the principle of data minimization. The delay in Europe not only affects consumers, who cannot access the new functionality, but also weakens Apple's competitive position. According to Counterpoint Research data, in 2025 Google Assistant had a 38% market share in voice assistants in Europe, compared to Siri's 29%. With Siri AI, Apple hoped to reverse that trend, but the block could consolidate Google's advantage. Moreover, Microsoft has integrated Copilot into its Surface devices and Windows, with generative AI features already available in the EU since April 2026.

Consequences for Apple and the market

If no agreement is reached, Apple may be forced to launch a limited version of Siri AI in Europe, similar to what it did with Apple Intelligence in 2024, when it delayed certain features like call transcription and summary generation due to regulatory uncertainty. This product fragmentation — a full Siri AI in the US and a trimmed version in Europe — would draw criticism from European users and put Apple at a competitive disadvantage. On the other hand, if the EU gives in and allows the launch without substantial changes, it could set a precedent for other big tech companies to negotiate exemptions, weakening the DMA's effectiveness. The resolution of this conflict will be a key indicator of how the EU will handle AI regulation in the future. It is worth recalling that in 2024, the EU fined Apple €1.8 billion for anticompetitive practices in the music streaming market (Spotify case). This precedent shows that Brussels does not hesitate to impose sanctions if it considers rules are violated. Additionally, the DMA allows fines of up to 10% of the company's global revenue, which for Apple would represent about $40 billion.

What readers should know

The meeting between Cook and Virkkunen is a positive step, but it does not guarantee an agreement. Negotiations are complex and may drag on. European users should be prepared to wait longer or for a reduced version of Siri AI. Meanwhile, competitors like Google and Samsung already offer advanced AI assistants in Europe. For companies that depend on the Apple ecosystem, the delay could affect their own automation and productivity strategies. It is advisable to closely follow upcoming official statements from the European Commission and Apple. According to sources close to the matter, both parties have agreed to meet again in two weeks to discuss concrete compliance proposals. Apple could offer to allow users to choose a default third-party assistant in iOS 20, expected for September 2026, or limit Siri AI's access to certain sensitive data. However, these concessions are still under discussion. In any case, the outcome of this conflict will define not only the future of Siri in Europe but also the balance between regulation and innovation in the European digital market.