Apple withholds HomeView from the EU, citing Siri AI rules
Apple's new HomeView smart display launched in eight countries but not in the EU. Apple blames the Digital Markets Act for keeping Siri AI off the iPhone there; the Commission says the decision is Apple's alone.
What happened
Apple launched HomeView, a smart home display, in the US, Canada, the UK, Australia, New Zealand, India, Singapore and South Africa, but not in the EU. "Apple HomeView will not be offered for sale in the European Union because Siri AI on iOS is currently not available in the E.U.," the company said, adding it is working constructively with the bloc. New cameras, locks and thermostats are also excluded.
Apple's argument
Apple says the Digital Markets Act would force it to give any virtual assistant direct access to users' private data and control over other apps. It reportedly proposed a trusted system agent to bridge rival assistants and phone data, which the Commission rejected, and asked for at least 18 months of relief from interoperability duties.
Background
The DMA designates the largest platforms as gatekeepers and requires them to offer rivals the same technical access they give their own services. iOS is a gatekeeper platform; macOS is not, so the new Siri runs on Mac and Vision Pro in the EU but not on iPhone or iPad.
The Commission's view
"The decision not to launch Siri AI in the E.U. is Apple's and Apple's alone," said spokesperson Thomas Regnier. Nothing in the DMA stops Apple selling new products in the EU.
What HomeView does
HomeView is Apple's hub for the smart home: it controls lights, locks, cameras and thermostats and shows family calendars, reminders and FaceTime. Its key feature is the new Siri, which learns routines, works across apps and uses personal context from the iPhone. Without Siri AI on the iPhone, core HomeView functions would be missing.
Why it matters
AI features are now so central that a whole device stays off the market when they are blocked. With its first AI Act move the same week, Brussels shows no sign of backing down.
What it means for your business
If you sell AI products in Europe, plan features market by market, design assistants to access only the data they need, and make sure your product still works if its AI component is switched off in one region.