EU Says No to Apple’s Siri AI Exemption: What It Means for Your iPhone and Privacy

European regulators have rejected Apple’s request to exempt its upcoming Siri AI features from the Digital Markets Act (DMA). The decision, reported on June 9, 2026, means that Apple cannot bypass the bloc’s competition rules for the new AI-powered version of Siri. For iPhone users in Europe, this has direct consequences: some AI features may be delayed or altered, but it also reinforces certain privacy protections built into the DMA. Here’s what happened and why it matters.

What Happened

Apple asked the European Commission for an exemption, arguing that Siri AI should not be classified as a “core platform service” under the DMA. The company claimed the new Siri is not central to its market position in the same way as the App Store or iOS. But the EU disagreed. Regulators said Siri AI falls within the scope of the DMA, which applies to large “gatekeeper” platforms like Apple. The refusal was reported by Reuters, TradingView, and The Economic Times on June 9.

The DMA requires gatekeepers to ensure interoperability, allow users to change default services easily, and avoid self-preferencing. By rejecting the exemption, the EU is saying that Apple must apply these rules to Siri AI just as it does to other services. Apple has not yet announced how it will respond, but it may delay the rollout of advanced Siri features in Europe or redesign them to comply with the law.

Why It Matters for iPhone Users in Europe

For users in the EU, this means you will likely not see the most advanced Siri AI features at the same time as users in other regions—at least not in the same form. Apple may choose to launch the features elsewhere first, as it has done in the past with other products (e.g., Apple Intelligence features in the US initially). However, the delay could come with a silver lining.

The DMA includes strong provisions on user privacy and control. Apple cannot force Siri AI to be the default or prevent users from choosing a competing voice assistant. Additionally, the DMA requires that any personal data collected for AI training be handled with explicit consent and clear opt-out options. So while the timeline shifts, European users may end up with more control over how their voice data is used compared to users in markets without similar regulation.

Another important point: the rejection signals that the EU intends to treat AI services as part of the core digital economy, not as a separate category that can be carved out. This principle may extend to other companies and AI products down the line.

What Readers Can Do

Stay informed about when Apple announces Siri AI availability in your region. If you are an EU user, expect a later launch but potentially more transparent data practices. Here are a few practical steps:

  • Check your iPhone’s privacy settings for Siri and dictation. Go to Settings > Privacy & Security > Speech & Dictation to see what data is collected and to delete past recordings.
  • If you want to opt out of AI training using your data, look for a toggle in Siri settings after the features arrive. The DMA may require Apple to make this easy.
  • Consider trying alternative voice assistants that may become more competitive under the DMA rules. For example, Google Assistant or Amazon Alexa could be set as default on iPhones (if Apple allows it under new regulations).
  • Follow updates from the European Commission on DMA enforcement. The decision on Apple’s exemption is part of a broader push to regulate AI and cloud services as well.

Sources

  • “No tech rule exemption for Apple, EU regulators say amid spat over Siri AI delay.” Reuters, June 9, 2026.
  • “No tech rule exemption for Apple, EU regulators say amid spat over Siri AI delay.” TradingView, June 9, 2026.
  • “No tech rule exemption for Apple, EU regulators say.” The Economic Times, June 9, 2026.
  • “EU rules reining in Big Tech will now target cloud services and AI, regulators say.” Reuters, April 28, 2026.