Apple CEO Tim Cook meets EU tech chief over Siri AI rollout

Apple CEO Tim Cook held a virtual meeting with European Commission executive vice‑president for technology, Henna Virkkunen, to discuss the stalled launch of the new Siri AI in the European Union. The discussion focused on how Apple can introduce the AI‑enabled assistant without breaching the EU Digital Markets Act (DMA), which requires the company to allow competing virtual assistants comparable access to device functions and data.

Apple has proposed a “Trusted System Agent” that would act as an intermediary, letting third‑party AI services use the same capabilities as Siri while preserving user privacy. The EU rejected the proposal and also turned down Apple’s request for an 18‑month transition period to avoid DMA compliance, warning that Apple could face multi‑million‑dollar fines if it proceeds without meeting interoperability rules. Both sides described the talks as “constructive,” but no concrete resolution was announced.

The outcome will affect European consumers, who currently cannot use Siri AI on iPhone, iPad or Apple Watch, and could influence Apple’s broader AI strategy and its relationship with regulators worldwide.