As Tim Cook prepares to unveil the iPhone 16 to eager Apple enthusiasts, a significant disparity in feature availability is emerging between US and European markets. The latest device, set to harness artificial intelligence capabilities, will offer advanced digital assistants and voice controls to users willing to invest in the premium product. However, European consumers face a prolonged wait until at least 2025 for these features due to ongoing regulatory challenges with Brussels.
This situation highlights the growing tension between American tech giants and the European Union's digital regulations. While Silicon Valley companies have historically complied with EU directives, they are now considering withholding their latest innovations from the European market. Louis Mosley, executive president of UK and Europe at Palantir, warns of a potential "two-speed Western global economy" with the EU at risk of falling behind.
The impact of this regulatory divide extends beyond Apple. Dan Ives, an analyst at Wedbush Securities, estimates that the absence of new AI products on EU iPhones could delay approximately 10 million phone sales until 2025, significantly affecting Apple's revenue. Other tech behemoths are also grappling with similar challenges:
- Meta has postponed the launch of its AI assistant in Europe due to data protection concerns.
- Google has repeatedly delayed updates to its Gemini digital assistant for European users.
Tech companies attribute these delays to a complex web of new EU digital regulations, including the Digital Services Act, Digital Markets Act, and AI Act. These rules have prompted compliance investigations into major platforms such as Apple, Google, Meta, X, and TikTok.
"The EU is an attractive market of 450m potential users and has always been open for business for any company that wants to provide services in the European internal market. All companies are welcome to offer their services in Europe, provided that they comply with EU legislation."
However, industry insiders express frustration with what they perceive as "protectionism by stealth." The situation has led to concerns that Europe may become a new front in tech regulation, similar to the challenges faced in markets like China, India, and Indonesia.
Amidst this regulatory landscape, the UK may find an opportunity. While initially expected to announce plans for an AI Act, the UK government is now developing an "AI Action Plan" under the guidance of Matt Clifford, Rishi Sunak's former AI adviser. This approach has been viewed positively by the tech industry, with Neil Ross of techUK noting that "businesses are generally optimistic about the direction of travel" in the UK.
Recent developments suggest a potential for reconciliation. The EU, UK, and US have signed a new "legally binding" AI convention, which could provide a foundation for future rules. However, some industry experts remain skeptical about the long-term implications.
As the tech world continues to evolve, the divergence between EU and US markets in terms of AI innovation access may become more pronounced. The challenge for policymakers and tech companies alike will be to find a balance between regulation and innovation that serves both consumer interests and technological progress.