At the beginning of the week, Apple introduced its latest iPhone 16, which entices customers with the integration of artificial intelligence called "Apple Intelligence."
This AI is designed to simplify a range of daily tasks – from shortening long emails to generating custom emojis. However, while US customers can look forward to these innovations, they won't be available in the EU anytime soon.
The reason is the Digital Markets Act (DMA), through which the European Union is pressuring tech giants like Apple to comply with European antitrust rules. According to the DMA, for example, these companies cannot limit cooperation to certain service providers only. Apple Intelligence, in its current form, works exclusively with ChatGPT, which may be in violation of the DMA rules. While the situation around AI features in the iPhone may still evolve, it is already clear that European regulations will play a key role in the future development of these technologies.
By Hana Cislerova, Associate, JSK Law firm, PONTES
