On September 9, 2024, Apple held its much-anticipated event, introducing the latest AirPods 4, Apple Watch Series 10, and iPhone 16. While these announcements typically generate global excitement, this year’s event was met with a mix of enthusiasm and concern, particularly among users in the European Union. Alongside the product launches, Apple's ongoing legal and regulatory challenges in Europe cast a shadow over its innovations, raising questions about the future of its operations in the region.

Incremental yet Solid Upgrades

The new AirPods 4 focused on improving sound quality and noise cancellation, with better battery life and a more seamless connection to Apple devices. While these improvements were welcomed, they did not represent a significant departure from previous models, leading to a more tempered reaction from long-time Apple users.

Continuing the Health Journey

The new Apple Watch Series 10 took strides in health monitoring, with enhanced sleep tracking, and deeper integration with the Apple Health ecosystem. However, for many users, these improvements felt like refinements rather than revolutionary changes, leaving some wondering whether upgrading from recent models was necessary.

Apple Intelligence and EU Concerns

The iPhone 16, undoubtedly the star of the show, introduced the concept of "Apple intelligence at its core." This refers to a powerful AI chip designed to optimize performance and work harmoniously within the Apple ecosystem. However, this announcement also came with concerns for users in the European Union. The potential for certain features to be restricted due to regulatory barriers raised questions about the device's long-term functionality in Europe.

As a long-time Apple user, I was initially excited about upgrading from my iPhone 14. But when Joz revealed that the iPhone 16 was designed with Apple Intelligence, I found myself questioning whether a device built around a technology that may not even be available or fully functional in the EU was worth considering. This led me to stop watching the event and shift my focus elsewhere. The uncertainty surrounding Apple’s ability to maintain consistent product features across regions, particularly in the EU, left me with a general sense of disinterest.

Apple’s Struggles with the EU

This brings us to Apple’s ongoing conflict with the European Union. Recently, Europe’s top court ordered Apple to pay €13 billion in unpaid taxes to Ireland, putting an end to an eight-year legal battle. The European Commission had accused Ireland of granting Apple illegal tax advantages, a claim Ireland continuously disputed. Despite Ireland’s reluctance to accept the back taxes, arguing that its policies had made the country an attractive destination for large multinational companies like Apple, the ruling stands.

Apple has expressed its disappointment, accusing the European Commission of retroactively changing the rules. For me, as a loyal Apple user, it’s frustrating to see the EU taking such a hostile stance towards successful companies from the U.S., like Apple and Microsoft. While I regret that this tension exists, I remain hopeful that these issues will be resolved soon. Apple’s high-quality products deserve to be available globally, including in the EU, without the fear of regulatory restrictions or limitations.

From Enthusiasm to Uncertainty

Apple's event, coupled with its ongoing legal battles in the EU, left many, including myself, feeling disconnected from what would otherwise have been a moment of excitement. I initially looked forward to a new iPhone 16 (Pro Max) and Apple Watch Series 10, but the combination of product limitations and external challenges led to a "meh" reaction. While I continue to appreciate Apple's commitment to innovation, the broader context of its struggle with the EU makes me hesitant to invest in their latest offerings.

As a user who values both innovation and stability, I hope that Apple can navigate these regulatory waters and continue delivering the highest quality products to all its customers, including those in the EU.