Apple makes major bet on "Apple Smart" feature, facing EU regulatory challenge

Apple's latest flagship product, the iPhone 16, was grandly unveiled in the global market, swiftly sparking a surge in consumer demand. However, amidst this technological extravaganza, consumers in the European Union faced a significant disappointment: they cannot immediately access the "Apple Intelligence" AI feature suite specifically designed for the iPhone 16.

EU Users Miss Out on "Apple Intelligence" Experience

According to official statements from Apple, due to the complexities of EU digital market regulations and stringent user privacy protection requirements, Apple has decided not to promote its innovative "Apple Intelligence" features in the EU market for the time being. This feature integrates advanced AI technologies that significantly enhance user experience in text processing, image creation, voice transcription, and Siri intelligent assistants. Apple stated that it is actively communicating with relevant EU authorities to seek solutions with the aim of restoring the availability of this feature in the EU market in the future.

EU Tax Ruling Victory Imposes Dual Pressure on Apple

Meanwhile, Apple is facing additional pressure within the EU. Earlier this month, the European Court ruled that Apple must pay €13 billion in back taxes to Ireland, a decision that undoubtedly imposes a significant financial burden on the company. EU Competition Commissioner Margrethe Vestager described this as a major victory for European citizens and tax justice.

EU May Compel Apple to Open iOS

Additionally, according to Bloomberg, the EU is considering further actions, warning that Apple must allow competitors access to its iPhone operating system, iOS. This move aims to promote fair competition in the digital market, ensure comprehensive compatibility of the operating system with other technologies, and protect developers' rights. If Apple fails to respond positively to the EU's demands, it may face formal investigations and hefty fines of up to 10% of its global revenue.

Apple Actively Responds, Seeks Solutions

Facing regulatory challenges in the EU market, Apple has stated that it will actively communicate with relevant EU authorities to seek solutions that benefit both parties. Apple emphasized its commitment to protecting user privacy and delivering innovative product experiences and will strive to provide better products and services to EU users while complying with laws and regulations.