Apple delays Siri AI in the EU, citing the DMA

Apple will not ship its new Siri AI features in the European Union with iOS 27 and iPadOS 27, blaming the Digital Markets Act. It is a clear signal that platform regulation now decides which features reach your European customers, and when.

What happened

In a June 2026 newsroom post, Apple said Siri AI will be delayed for iOS 27 and iPadOS 27 in the EU, though it will still arrive there on macOS 27 and visionOS 27. Apple attributes the delay to the DMA’s interoperability requirements, which it says would force it to open Siri AI’s system access to rival assistants. Apple proposed an intermediary it calls a “Trusted System Agent” and an 18-month phased rollout, which it says the European Commission rejected. Apple’s Craig Federighi said the company has no timeline for bringing Siri AI to iPhone and iPad in the EU.

The European Commission disputes Apple’s framing. Its spokesperson Thomas Regnier told reporters that nothing in the DMA stops Apple from launching new products in the EU, and that the decision not to ship Siri AI there is Apple’s alone, taken because the company could not build interoperability solutions that meet EU privacy and security standards. So the same outcome carries two readings: Apple says regulation forced the delay, while the Commission says Apple chose it.

Why it matters

The outcome is the same: a flagship AI feature shipping elsewhere is not coming to EU iPhones on the normal timeline. As AI assistants increasingly sit between customers and the businesses they look for, feature availability in the EU is becoming a regulated, market-by-market variable rather than a given.

What this means for multi-location brands

For a brand operating across EU and non-EU markets, this is a planning problem. You cannot assume feature parity across regions: the way customers discover and interact with your locations through AI assistants may differ in Germany or France from the United States, and those differences can shift with each regulatory decision. Build your European local strategy around what is actually available in each market, not around a global feature announcement, and track DMA developments the way you would track a platform’s product roadmap, because right now they shape it.

The bottom line

The DMA is no longer abstract. It is deciding which AI features Europeans get. For multi-location brands, the lesson is to plan local presence market by market and treat EU platform-feature availability as something regulation now governs.