“Should you buy it?” From one year to the next, the hook is always the same in iPhone test videos. But the question has never been more relevant for the latest model. Especially in Europe. Because the particularity of the iPhone 16 lies in its compatibility with new generative AI functionalities: translation, photo editing, writing assistance… However, this “intelligence”, as Apple soberly called it, is accessible everywhere worldwide since the iOS18.1 operating system update this week, but not in the European Union (EU). The company claims that the Digital Markets Act (DMA), the regulation on digital markets intended to fight in particular against anti-competitive practices on the Old Continent, plunges it into a vague situation. To avoid, she thinks, the risk of a hefty fine – up to 10% of its global turnover -, she therefore leaves French, German, or even Italian users with an iPhone less ” intelligent” than elsewhere.
Be careful not to be mistaken: this is a unilateral decision by Apple. While there may be debate around the risk of European “over-regulation” in terms of technology, these texts have not prevented Google or Samsung from launching their own smartphones powered by artificial intelligence. Behind Apple’s argument is outright lobbying to influence laws that undermine its closed ecosystem.
Strategic market
The only question to ask is this: are users being harmed? Actually, not really. As indicated, alternatives exist among the competition. On the iPhone, including older models, it is already possible to access different applications – such as ChatGPT, the reference in the field – and browsers offering translation, editing or image creation services. powered by generative AI.
Certainly, nothing as fluid and innovative as what Apple promises in its presentation videos. But all this is not yet fully developed. The apple brand is aware of this. Otherwise, why would it have prudently spread the launch of its various features over the coming year? The Cupertino company does not foresee the start of a “super-cycle” of sales before the iPhone 17, reports Bloomberg.
The Europeans are perhaps winners in history. In AI, progress is made every week. They will therefore have access to a more mature, more sophisticated product once Apple decides. Which seems inevitable, in the short term. One in four phones in the EU is an iPhone. A manufacturer who gives up on this huge market would be shooting itself in the foot.