Apple’s decision to delay the rollout of its upgraded Siri AI in the European Union has intensified debate over the Digital Markets Act (DMA), shifting what was once a technical Brussels policy discussion into a consumer-facing issue.
The company has linked the delay to compliance requirements under the DMA, legislation designed to ensure fair competition in digital markets by limiting the dominance of so-called “gatekeeper” platforms. The move has drawn criticism from the European Commission, which argues that Apple’s decision is a business choice rather than a legal requirement imposed by EU rules.
Commission officials insist that nothing in the DMA prevents Apple from launching new products in the European market. A spokesperson said the regulation is intended to stop large technology firms from restricting competition or controlling which services consumers can access.
“The EU will not give any exemptions,” the spokesperson said, comparing enforcement of the law to fixed traffic rules that must be followed equally by all participants. The Commission also argued that Apple had not demonstrated interoperable solutions that fully align with EU privacy and security standards, adding that the company had instead sought exemption from its obligations.
Apple’s stance is part of a broader trend in which major technology firms have adjusted or delayed services in Europe in response to regulatory pressure. Similar moves have been seen in past decisions by companies such as Meta and Google to scale back certain advertising tools under EU transparency rules, a pattern that has increasingly drawn attention from politicians, businesses and users.
At the centre of the dispute is a broader question about whether the DMA is delivering measurable benefits for consumers and smaller companies. The regulation, in force since 2023, aims to open digital markets and create more opportunities for startups and developers by limiting anti-competitive practices.
However, a recent European Commission review of the legislation highlights the difficulty of measuring its economic impact. The 83-page assessment notes progress in gatekeeper compliance but acknowledges that many outcomes remain difficult to quantify. References to direct economic effects are limited, and the document relies largely on qualitative evidence rather than detailed cost-benefit analysis.
Some early indicators suggest small companies may be benefiting. The report points to increased usage of alternative browsers such as Opera, Vivaldi and Aloha, with Aloha reporting a 250% rise in new users and Firefox seeing a sharp increase in daily active users on iOS in parts of Europe.
Still, questions remain about transparency and public awareness. Civil society groups have called for clearer documentation of DMA-driven changes, including public databases, improved user guidance and better explanations of consent processes. Users have also raised concerns about understanding how new rights under the regulation affect everyday digital services.
While supporters argue the DMA is beginning to reshape competition in Europe’s tech sector, critics say its real-world benefits for consumers and founders remain unclear, and that enforcement complexity may be slowing visible outcomes.
