Apple and EU negotiate Siri AI rollout amid Digital Markets Act dispute

Apple chief Tim Cook met with European Commission technology head Henna Virkkunen to discuss the stalled launch of Siri AI in the European Union. The talks, described by the Commission as a “constructive exchange on topics of common interest,” focused on how Apple could comply with the Digital Markets Act (DMA), which requires the company to grant rival AI assistants the same system‑level access as Siri.

Apple has proposed a “Trusted System Agent,” an intermediary that would allow third‑party assistants to use the same iPhone functions while preserving privacy and security. EU officials rejected the proposal, stating that the decision not to launch Siri AI rests with Apple and that the DMA does not forbid the product’s release. No launch date was set, and the EU warned that without a compliant solution, Apple could face enforcement actions. Consumer complaints have risen across Europe, adding pressure on regulators and the company.

The disagreement highlights the broader challenge of balancing innovation, data protection, and market openness under the DMA, with implications for Apple’s market share in one of its largest regions.