Unintended consequences strikes again…
How are these rules enforced on Android devices? Have Google or Samsung had to make any changes to AI features due to EU rules?
Interesting to see how different Johnn Gruber (US perspective) and Steve Troughton-Smith (EU perspective) respond to this (and any DMA topic) on Mastodon.
I live in the EU and strongly agree with Steve. I’m baffled by most of John’s DMA related posts. I wonder whether where you live (US/EU) indeed has that much influence on your perspective on this matter…
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No. And Samsung is using the AI features heavily to promote the S24 series over here (basically, that’s the only thing they’re promoting). I hope this decision impacts Apple’s sales in Europe this autumn when the iPhone 16 launches, as Tim & Co. do not understand (nor care about) any other message than the financial bottom line.
There are already a number of features that are not available in many countries (for example, I’m in an EU country that still does not have access to Apple TV+, the cellular Watch is not available, the satellite emergency services are not available, the support in local language is not available, Apple Care is not available, product returns are not available, there’s no online store… – I could go on, but you get the point) yet iPhones are more expensive than in the US (taxes included and all).
The value proposition for choosing an Apple device in the EU looks worse than ever. Apple is not helping itself by taking its customers hostage and using them as leverage against the European Commission.
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You must not forget that Gruber is a) almost an Apple ambassador at this point and b) definitely leaning towards the „USA! USA! faction“ when it comes to these kinds of things. 
I tend not to read his takes on EU/DMA stuff any more because I think that it’s the opposite of a balanced view.
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Have EU made Luxottica a gatekeeper yet?
Considering Apple announced the whole AI thing would only be available in US English until next year anyway, it feels like they’re just playing PR games right now to get the public on their side.
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I’m not sure that killing off features for their customers yet charging more for exactly the same device as they do in the US will get public on their side. I’m not going to write to the EU Commissioner because Tim has kept the iPhone Mirroring from me.
In a market that’s already dominated by Android and where some services – such as iMessage – are not a factor in customer decisions to stay with the platform, this is a risky move that is likely to backfire as the 16 series will look inferior to Samsung’s second generation of ‘AI’ devices. Mac market share already has dwindled in Europe over the past couple of years.
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I do think it’s interesting how Apple will change, amend or omit features at the request of authoritarian regimes but seem to be holding users to ransom in an attempt to bully a continent here. While this is slightly hyperbolic and early days of the story, and of course almost no company is moral or admirable, the Apple of the last few years is increasingly a company I am uncomfortable doing business with.
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These are very bad news for all EU consumers and companies who have invested into the Apple ecosystem, myself included.
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I think that’s a pretty big leap. I think Apple has shown they care about a lot of things, even though some disagree how they might go about it. Also, let’s maybe give some credit where credit is due. Tim Cook is by all accounts a pretty smart dude…
But as I posted somewhere else, yes they do care about the bottom line. Because they are a for-profit, publicly-traded company. It baffles me that people forget (or choose to forget) this simple fact. Apple is not here to cater to every user’s needs. They aren’t here to be the defender of user rights.
Yes, they absolutely try to capitalize on those messages when it suits them. But we would do well to remember their motive is profit. I don’t say that in an evil way…it’s a fact.
The market will then react to Apple’s decisions. They certainly might lose customers in the long run based on profit-driven decisions in the short term. Only the history books will be able to tell us that, though.
Edited to add a statement about Tim being smart.
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It’s too early to tell what’s actually going to happen. All we know is:
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Apple Intelligence hasn’t been introduced anywhere yet
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Apple often rolls things out in the US or North America first, then gradually across the rest of the world
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Apple has been petulant and whiny about the DMA in a way they haven’t been about regulations in authoritarian regimes, so they may be using this as another excuse to complain again
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Apple does have to look carefully at how to comply with Europe’s regulations, including privacy and data-retention policies that predated the DMA, before introducing the new Apple Intelligence platform and features there
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Lots of interesting point in this thread, but what I am wondering about is how a feature to put up a window to your iPhone on your Mac can be lumped in with “AI” or “data” features that would have any implications to EU legislation?
This sounds like it is bascially a Jump Desktop or Screens type of integration, or probably just the next extension to Universal Control. Everything shoud be easily managed locally between two devices logged in to the same Apple ID. Right?
I thought I read somewhere that if Apple is forced to “open up”/create an API for an equivalent feature for Android phones (or any developer to use), there could be complexity/risk there.
I could be wrong though?
Well, maybe… but, like - “never release a new feature in the EU ever again” doesn’t seem like a long term strategy either.
I get why the EU is pushing for interoperability in messaging, standards for charging etc, but this sounds like a bridge too far. Then again, I have not studied the legislation…
As I understand it, that’s part of the complication, though. The DMA is more of “try it out and we’ll tell you after the fact if there’s a problem”. Whether or not one agrees with that, it’s a complicating factor.
But you are right — absolutely it can’t end with “EU gets no new features”. I could see it, though, where maybe the EU is behind new features from now on, especially because Apple likes to do annual rollouts. Counter point to that statement is that maybe Apple will get better at rolling in that work as time goes on, as within the grand scheme of Apple development cycles the DMA is still pretty new.
Apple’s beef with the EU and childish whining over DMA and the malicious compliance actions so far are not only making me consider leaving the ecosystem entirely, as this is probably only a sign of things to come, but with what they are doing now, they are actually making that more easily doable. It seems they are now afraid to roll out any features that benefit from tighter integration of their products (the iPhone Mirroring, for example).
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“The EU’s beef with the Apple and the childish law that is the DMA and the malicious targeting of large US companies …”
Hmm, it seems it works both ways.
The app stores rules are wrong and should be fixed. Of that there is no reasonable debate.
The DMA is a very poor attempt by bureaucrats who do not understand technology and who are using this as cover for a targeting US companies to do so. Of that, there should be no debate.
Both parties are wrong here.
And if you want to go to Android and Windows, go for it. I think most people won’t do that, but I could be wrong (and so could Apple). And I hope when you make the switch you let us know how it goes, truly. There are plenty of Windows and Android users on here, and I’d love to hear more about those platforms.
I certainly hope they roll out features ASAP, but I also don’t blame them for a delay. I am willing to withhold judgment without assuming malicious intent.
But this is the beauty of competition. If people want to leave, they can enjoy Android and Windows! And I’m sure those companies would love to get some new customers.
I’m American and I want to see the App Store monopoly forced open on antitrust grounds here, too. The DMA may not be perfect, but it’s a step in the right direction, as is the similar law Japan just approved.
None of this would be happening if Apple had given users and developers the same freedom on iOS and iPadOS that we have on macOS.
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