Apple iPhone 16: Brexit boost for UK users as Apple Intelligence to be available here - but not EU

Apple’s new artificial intelligence systems will be available to UK consumers but not their counterparts in the European Union, an expert has highlighted as details of the new iPhone 16 were revealed.
Apple chief executive Tim Cook said the artificial intelligence tools powering the tech giant’s new iPhone 16 range will have a “profound impact” on users.

The four new smartphones will go on sale on September 20 and come with Apple Intelligence built in, a set of tools which use generative AI to help users with every day administrative tasks as well as offer text and image editing capabilities – following similar tools already launched by rivals Google and Samsung on their flagship phones.

Apple has added a new Camera Control button to the phones, from which users will be able to instantly launch the camera app, take photos and videos or select different capturing tools and options.

The button can also be used to access another new AI-powered tool, called Visual Intelligence, which enables users to carry out image-based searches on places or objects by capturing an photo of them.
Ben Wood, smartphone expert and chief analyst at CCS Insight, said: “As expected, Apple Intelligence features will roll out progressively over the next few months and years. However, at present, a notable exclusion is the EU, where Apple is in a stand-off over compliance with the Digital Markets Act.

“We will be watching closely to see how European consumers react to missing out on the new Apple Intelligence features and whether it affects demand for the iPhone 16.

“We note with interest that Apple Intelligence will be available in the UK — which, since Brexit, falls outside the EU. Historically Apple has treated the region with a consistent approach since the UK’s departure from the trade bloc so this is a notable change.

“Many of the features being offered by Apple Intelligence, such as summarising emails and editing photos, are similar to those previously showcased by Google and Samsung.

“However, as it has done in the past, Apple put a heavy focus on privacy as a differentiator — this aligns well with CCS Insight’s research, which indicates that despite the enthusiasm for AI, about 43 per cent of UK consumers surveyed expressed concerns about privacy and data security.”