WWDC: Why Apple says EU rules are blocking its biggest AI upgrade
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What is the significance of Apple's AI upgrade at WWDC?
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How is Apple's Siri AI expected to change user experience?
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Why won't Siri AI be available in the European Union?
Deal lets you hire, manage, pay and equip anyone, anywhere. Visit deel.com slash bigtech. This is so offensive to Apple. They're taking the position of being the champions of privacy and security here. So if they were to grant access, maybe that would be the same as... say Metis WhatsApp or OpenAI or Anthropic Cloud, being allowed to go into parts of the iPhone that Apple would never allow other software to go into. Because for Siri AI to work, it has to have access to all of your fundamental information. And typically that's something that Apple trades on not doing for other companies. Hello, and you're welcome to The Big Tech Show with me, Adrian Weckler. Now, I'm over in California at Apple's big software event, the Worldwide Developer Conference.
What is the conflict between Apple and the European Commission?
That's the huge annual event where they explain what's going to happen to our iPhones, iPads, Macs, and all the software bits in between. Now, this year, there has been one main topic, one big question. Has Apple gotten its AI act together? What is that? How will it work? How will it apply to your everyday use of your iPhone or your Mac or your watch or your iPad? And the big story that emerged, other than the details from its Siri AI, was that most of it won't come to the European Union. And it's for the same reason as before, because Apple has a major, major conflict with the European Commission over the Digital Markets Act, which it says is ruining innovation and is stopping people in Europe from getting the best features.
But in this case,
How does Apple's privacy-first approach impact Siri AI?
What it means is that from this September, when Siri AI goes live in Europe, you won't be able to get it. Rather, the European Union won't be able to get it on your iPhone or your iPad or your Apple Watch. You will be able to get it. on your Mac or for anyone who has a Vision Pro. I'm going to unpack this and some other things from the conference here with Ben Wood, formerly of CCS Insight and now of FDM CCS Insight. Ben, you're very welcome back to the podcast. Thank you very much, Adrian. Great to be here. So I was in a briefing with Greg Josiak, who's the global head of marketing, Jos, as he's known. And he was very, very forthright.
What are the implications of the Digital Markets Act for Apple?
And he was scathing about the European Commission, about this conflict that they have, which has led them not to release Siri AI into the EU. And he said that the reason... is because the Digital Markets Act would require them, if they launch it on an iPhone, to allow every other virtual assistant or every other piece of software to grant access to the iPhone in the same way as Siri AI would. And you might just give us a bit of context as to what Siri AI does, because it's a step change in terms of what it can do on your iPhone, right?
Absolutely. So Siri to date has been a relatively basic voice interface for the iPhone. You could ask basic questions and what's the time set a time or a bit like Amazon's Alexa used to be. And Apple has made quite a few promises about where Siri was going to go. A couple of years ago, they made some bold statements and then they had to do a bit of a mea culpa at this event last year and say, we're not quite ready, but we are going to have news for you in 2026. And here we are.
What challenges does Apple face with EU regulations?
And what Apple has done has completely re-engineered the Siri experience.
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Chapters
8 chapters
1
What is the significance of Apple's AI upgrade at WWDC?
0:01–0:32
2
How is Apple's Siri AI expected to change user experience?
0:32–1:06
3
Why won't Siri AI be available in the European Union?
1:06–1:59
4
What is the conflict between Apple and the European Commission?
1:59–2:52
5
How does Apple's privacy-first approach impact Siri AI?
2:52–3:37
6
What are the implications of the Digital Markets Act for Apple?
3:37–4:48
7
What challenges does Apple face with EU regulations?
4:48–5:44
8
What is the future of Apple's leadership after Tim Cook?
5:44–29:07