What is the problem?
“Phone Mirroring, SharePlay Screen Sharing enhancements, and Apple Intelligence - will not be rolled out to EU users in 2024 because of regulatory uncertainties due to the EU's Digital Markets Act (DMA).”
"Specifically, we are concerned that the interoperability requirements of the DMA could force us to compromise the integrity of our products in ways that risk user privacy and data security," - Apple
Source: Reuters
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What is the DMA?
Digital Markets Act
EU regulation
became applicable on 2nd of May 2023.
Targets largest digital platforms = “gatekeepers” & “gatekeeping products”
Alphabet (= Google, Chrome) / Amazon / Apple / ByteDance / Meta ( = Facebook, WhatsApp, Instagram) / Microsoft
For Apple gatekeeping products:
App Store, Safari, iOS (& iPadOS)

Why is the EU regulating this?
E.g. in the EU 95 % of Search is dominated by Google
Mobile OS market: Apple iOS 27 % / Android 72 %
If you want to sell your app to iPhone users, you need to pay Apple 30 %
DMA: To allow small and new players to enter the market

Allow installation and use of third party software applications and software application stores
Apply fair and non-discriminatory general conditions of access for business users to its software application store
Requirements (excerpt)

Apple users in the EU & Apple intelligence
"Specifically, we are concerned that the interoperability requirements of the DMA could force us to compromise the integrity of our products in ways that risk user privacy and data security," - Apple

Mac & iOS differences
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What will the future bring?
Tim Cook in earnings call August 1st, 2024:
We’re engaged, as you would guess, with both regulatory bodies that you mentioned. And our objective is to move as fast as we can, obviously, because our objective is always to get features out there for everyone. We have to understand the regulatory requirements before we can commit to doing that and commit a schedule to doing that, but we’re very constructively engaged with both.

How to use Apple Intelligence in the EU? (MacOS)
MacOS Sequoia 15.1 Beta 1
Set language to English US
Set Siri to English US
Set region to United States
System settings: Apple Intelligence & Siri
Join waitlist
Some users need a restart. For some it does not work.
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iCloud / Appstore Account don’t matter

How to use Apple Intelligence in the EU? (iOS)
iOS 18.1 Beta 2
Set language to English US
Set Siri to English US
Set region to United States
Sign into the App Store with a US account
You can join the waitlist for Apple intelligence in the settings
(Apple Intelligence & Siri).
Currently unclear whether Apple will continue to allow this.
YMMV

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