Apple has raised concerns that Australian iPhone users might miss out on significant AI features if the country adopts a regulatory approach similar to that of the European Union. This warning comes after Apple decided to withhold Siri AI from iPhones and iPads in the EU, highlighting the potential consequences of strict regulations on tech innovation.
The issue is currently being discussed in Brussels, but Apple's message is directed at countries like Australia, where the federal government is working on a new digital competition framework for major platforms. The goal of this framework is to prevent anti-competitive behavior, barriers to entry, and the misuse of market power that could harm Australian users. The Australian Competition and Consumer Commission (ACCC) has also supported new rules for designated digital platforms.
Apple argues that regulations requiring "open access" can lead to unintended consequences, such as delaying new features, weakening privacy protections, and forcing companies to give rivals deep access to user devices. During an interview with nine.com.au at Apple’s headquarters in Cupertino, senior executives expressed their frustration over the situation.
Greg Joswiak, Apple’s senior vice president of worldwide marketing, emphasized that the European Union’s Digital Markets Act (DMA) has made it impossible for Apple to launch Siri AI on iPhones and iPads in Europe at the same time as other regions. He described the situation as “the starkest example yet” of what Apple sees as the cost of the European Commission’s interpretation of the DMA.
However, the European Commission does not share this view. A spokesperson, Thomas Regnier, stated that the decision not to roll out Siri AI in the EU is solely Apple’s responsibility, as nothing in the DMA prohibits the company from introducing new products in the EU.
Australia is closely watching the situation, as the ACCC has indicated that its proposed digital competition regime is “directionally similar” to reforms being implemented or considered in the EU, UK, Japan, and India. Apple warns that if Australia follows too closely in the footsteps of the EU, its users could face similar outcomes—delayed, restricted, or redesigned AI features due to local regulations.
The core issue at stake is interoperability. The EU wants rival virtual assistants to have the same level of access as Siri AI from the start. While Apple sees this as pro-competitive, it raises concerns about privacy and security. The company argues that an AI assistant capable of understanding personal context, viewing screen content, searching across apps, and acting on behalf of users poses significant risks if given unfettered access to a device.
Joswiak expressed his concern about the potential consequences: “I can’t imagine anything more concerning for privacy and security than opening up an entire operating system to a third-party assistant with unfettered access to virtually everything on a user’s device.” Without proper safeguards, he warned, any AI system could potentially read messages, edit files, delete photos, or take actions on apps without user knowledge or consent.
Apple is urging governments outside Europe not to use the DMA as a template. It argues that similar proposals could lead to the same delays and privacy and security risks seen in the EU. For Apple, it is critical to send a message that other governments should avoid following a model that has failed in Europe.
Australia is not Europe, and Apple’s legal team suggests that Canberra has shown signs of not wanting to simply copy the EU’s approach. However, the company remains concerned that the same political logic could take hold in Australia: forcing the largest platforms to open up and dealing with the consequences later.
Apple argues that the approach misunderstands how AI assistants function. Siri AI is not just another app; it is designed to operate close to the operating system and use deeply personal information to be effective. This includes messages, photos, calendar entries, files, on-screen activity, and app actions. Apple claims even it does not have broad access to this private on-device intelligence.
This regulatory battle goes beyond app stores or payment systems. It now centers on who controls the most sensitive layer of AI on a smartphone: the user, the platform, rival AI companies, or the regulator.
For Australian users, the risk is straightforward. A law aimed at promoting choice could result in fewer choices in practice—fewer features, slower launches, and a more fragmented iPhone experience compared to users in other countries.
Apple insists it is not trying to punish European customers and wants to bring Siri AI to every market. However, it is clear that if regulators demand access it deems unsafe, the company will hold back the feature. “This is not punitive,” the executive said. “We wish we could [bring it] to the iPad and iPhone.”
For now, Siri AI is a European problem. Apple’s warning to Canberra is that, with the wrong rules, it could become an Australian one. The next-generation iPhone operating system, iOS 27, is set to launch in September this year with Siri AI as a core feature.
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