Tech giants like Apple and Google have announced impressive new artificial intelligence (AI) features on their latest devices, the iPhone 16 and Google Pixel 9. These features include advanced photo editing, improved digital assistants and the integration of generative AI, which will from now lived on these devices. Despite the advanced technology, European users will only have access to very limited features due to strict regulation such as the EU AI Act.
In 2024, smartphones like the iPhone 16 and Google Pixel 9 wow us with incredibly powerful technology, but ironically, they come to the old continent with limitations. European legislation, in particular the EU AI Act, severely restricts the use of advanced artificial intelligence (AI) functions, especially those based on personal data. This means that despite the flashy specs, the devices in the EU will act like a premium sports car caught in city rush hour. Or it has a "blockage" of braking speed at 90 km/h. So what does it actually mean for users and is it worth investing in these devices?
iPhone 16: Siri that doesn't hear everything
The new iPhone 16 brings the A18 Pro processor, which means brutal power that, combined with advanced AI, would take smartphones to a new level. Apple has long emphasized the importance of AI, especially in the form of an improved Siri (integrated OpenAI solution), which is supposed to answer our questions smarter and even analyze our daily habits for better personalization. But this is where the European Union comes in with its own rules.
Which functions will be restricted in the EU?
Everything that requires insight into the user's personal data. Among the most affected features is Siri Suggestions, which in the US would act as your personal assistant, suggesting tasks, notifications and even apps based on your daily routine. In Europe, Siri will be "deaf" to such details and will only be able to use basic information such as calendar (with restrictions), edited permissions and normal voice commands. If you've been dreaming of Siri suggesting where to go for lunch based on your previous restaurant visits – forget it. Otherwise, they will be able to use this function with advantage everywhere else in the world.
Apple is also betting big on AI photography, where the new Photonic Engine function integrates with image processing to improve every photo. Fortunately, this feature is less invasive of privacy, which means it will be in full use in Europe. But when it comes to analyzing your phone activity, such as using apps or email, the iPhone 16's AI remains limited. Even when reading data from the screen, making news summaries, etc...
Google Pixel 9: Photos yes, but forget about "Assistant Gemini"
The Google Pixel 9 with the new Tensor G4 processor promises serious AI capabilities, especially in conjunction with the new Google Assistant Gemini, which is said to be more intuitive than ever before. Combined with the larger RAM, the device is future-proof, but again – not entirely in Europe.
Which functions will be restricted in the EU?
The most obvious victim is Assistant Gemini, Google's AI assistant that could read screens, identify important information from emails and analyze app content to help you manage your life. But not in Europe. The EU AI Act prevents the assistant from accessing personal data, which means that the assistant will primarily be just a "smart search engine" without deeper insights into your messages, applications or habits.
Magic Editor, Google's exciting photo editor, will also work in Europe, as it is only about editing photos, not processing personal data. The Add Me function, which allows you to insert yourself or other people into photos, will also be available, as it is based on visual image processing, not personal data.
Google Gemini in the EU cannot analyze your screen, make summaries of YouTube videos or articles. Also, any new advanced features in the future will be extremely limited.
Does buying these devices make sense for Europeans?
If you are primarily interested in camera capabilities, processor speed and basic AI functionality, then the iPhone 16 and Google Pixel 9 definitely remain interesting choices. But if you are used to or expect AI to be your personal digital assistant analyzing every aspect of your life - Europe will disappoint you. Restrictions on access to personal data disable the key functions that made these phones shine at presentations.
So does it make sense to wait?
For those who buy phones primarily for their advanced AI features, it may make sense to consider alternatives or wait for legislation to become more flexible, although this is a rare feature for European legislation. But for everyone else who simply needs a reliable, powerful and beautiful smartphone, they will iPhone 16 and Google Pixel 9 still a great choice - even without the full AI package.
The Google Pixel 9 and iPhone 16 are equipped with the best hardware for artificial intelligence. Pixel 9 with a processor Tensor G4 includes dedicated TPU to quickly process AI tasks such as Magic Editor and Add Me, and machine learning on the device, while the iPhone 16 s A18 Pro processors and 16-core Neural Engines enables stunning AI capabilities such as Photonic Engine for improved photos and real-time machine learning. Both phones are optimized for the future, but the big question is whether they are "needed" in the EU.
Conclusion - Europe has decided that it does not need advanced AI
For European users, the new devices primarily bring technological power, but their brains, i.e. artificial intelligence, remain subject to strict privacy rules. Ironically, on other continents these same devices will operate with more "intelligence". So this year might be the time to rethink why you really need a new phone – if your main motivation is artificial intelligence, you might be disappointed.
The author of this note cannot, in principle, agree with the directions in which the European Union is heading. Limiting AI functionality under the guise of privacy protection, does not take into account personal choices of the individual in terms of how much privacy he is willing to sacrifice for greater productivity. Where is the freedom of decision? Everyone should have the right to decide whether they want AI to study their email or optimize their daily habits – just as we are already free to use smart assistants.
The fact that AI models like OpenAI often underperform in the EU without using a US VPN, only highlights the problem further. This is no longer just a privacy issue, but is becoming a growing obstacle for EU companies and developers who are cut off from the latest developments and advanced AI capabilities. As long as they don't use tricks. Lack of access to the latest models, as well as limitations in the use of processing power, due to geographical blocking, mean that European companies will soon be forced to look for more open environments for development.
The situation is extremely similar to that of autonomous driving. While in California Tesla they already routinely drive autonomously with assistance FSD (Full Self-Driving), European journalists visiting the US can't believe how far technology has advanced. On the other hand, we are in EU still caught under a "rock" regarding such technologies. Strict regulations and cumbersome regulations slow down progress and implementation, meaning that European consumers and businesses are missing out on the latest innovations. This gap only confirms what many have been warning for some time - EU already today at least 10 years behind behind world leaders in technological development.
If the legislation in The EU does not adjust, this could represent a serious risk for European competitiveness. Where will the future development of artificial intelligence take place? Probably not here.
