EU Regulators Scrutinize Siri, Apple TV Under DMA as Apple Defends $1 Billion AI Strategy
Updated
Updated · ZDNet · Aug 27
EU Regulators Scrutinize Siri, Apple TV Under DMA as Apple Defends $1 Billion AI Strategy
3 articles · Updated · ZDNet · Aug 27
Summary
EU regulators are moving to examine Siri and Apple TV under the Digital Markets Act, extending gatekeeper scrutiny beyond app stores and browsers to virtual assistants and smart TV platforms.
That push targets Apple's control over AI access and distribution, with Brussels arguing Siri and similar services can shape competition much like earlier platform bottlenecks.
Apple has already delayed some AI features in the EU, including Siri AI, while saying DMA compliance and privacy concerns complicate rollout; EU officials have said that decision was Apple's alone.
The broader clash follows earlier DMA pressure on Apple's ecosystem rules and fees, including scrutiny of its Core Technology Fee and a 2025 French fine of $162 million over tracking-consent practices.
At stake is whether Apple can keep AI tightly inside its ecosystem even as it reportedly pays Google about $1 billion a year to help power Siri while keeping user data on Apple-controlled servers.