Apple’s relationship with the European Union seems tense as the company has chosen not to sign the EU’s new Artificial Intelligence (AI) Pact. The pact, a voluntary agreement asking tech companies to ensure that AI is developed and used responsibly, has already garnered signatures from industry giants like Google, Microsoft, OpenAI, and Amazon. However, Apple and Meta have notably refrained from committing to the initiative, raising concerns about the future of Apple Intelligence in the region.

The EU AI Pact aims to get companies to align with the forthcoming rules of the EU’s AI Act. While the pact is non-binding, it sets the tone for future regulations by encouraging firms to establish AI governance strategies, identify high-risk AI systems, and promote AI literacy among employees. Apple’s absence from the list of 115 signatories is telling, especially as the company prepares to roll out AI-powered features across its product lineup, including the highly anticipated Apple Intelligence suite in iOS 18.

Apple’s decision not to sign this pact comes amidst ongoing disputes with the EU over regulatory issues, including the Digital Markets Act (DMA). The company has openly stated that compliance with the DMA’s limitations is a major factor in its hesitance to roll out Apple Intelligence to European users. Meta, which has taken a similar stance, acknowledged that it might sign the pact at a later stage but remains focused on compliance with the broader AI Act for now.

While other tech firms seem eager to embrace the EU’s regulatory framework, Apple’s reluctance could have significant implications. Without Apple Intelligence, European users might miss out on key AI features that enhance the iPhone 16 experience. Given the role AI plays in the latest iPhone models, including predictive text, voice recognition, and improved computational photography, the absence of these features could impact sales and customer satisfaction in the region.

Apple has expressed its commitment to working with EU regulators to bring Apple Intelligence to Europe, but the lack of urgency in joining the AI Pact suggests that a resolution may not be imminent. The company is likely waiting for further clarity on how the AI Act and DMA will impact its operations before making any firm commitments. Meanwhile, the delay in introducing AI features could widen the gap between Apple’s U.S. and European offerings, potentially diminishing the brand’s appeal in the region.

(via Politico)

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