Why Apple won't bring Siri AI to Europe

Apple is blaming a competition law called the Digital Markets Act (DMA) for its refusal to roll out the new Siri AI virtual assistant in Europe. Here’s what that’s all about – and this is no clear-cut argument.

You have no idea how many times my recorded “Siri” triggered my iPhone during editing.

Tech Gets Real is a show about staying in control in a time of rapid technological change, presented from a European perspective. I'm veteran tech journalist David Meyer, and I've been covering tech policy for two decades. If you like this, please hit like and subscribe, and share it with others who might find it useful.

REFERENCES:

Apple’s statement on delaying Siri AI in the EU https://www.apple.com/newsroom/2026/06/due-to-dma-siri-ai-delayed-in-eu-for-ios-27-and-ipados-27/

TechCrunch on Apple releasing Apple Intelligence in the EU https://techcrunch.com/2024/10/28/apple-intelligence-is-coming-to-the-eu-in-april-2025/

European Commission consultation on Google Search DMA remedies https://digital-markets-act.ec.europa.eu/dma100209-consultation-proposed-measures-google-search-data-sharing_en

Security researcher Lukasz Olejnik on Google Search and the DMA

https://techletters.substack.com/p/the-european-commission-is-turning