Apple CEO Tim Cook is set to take on the role of Executive Chairman, where he will focus on interactions with governments. However, that didn’t stop him from recently holding a phone conversation with Henna Virkkunen , Executive Vice President of the European Commission, about bringing Apple’s new AI tools to the European Union. The conversation, according to a report by the Financial Times, was “constructive” and focused on how Apple can launch its revamped AI tools in the EU without violating the Digital Markets Act (DMA).
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The phone call came as no surprise to those following developments. Apple and the EU are in an ongoing negotiation over how to agree on a framework that would allow the company's new technologies to be released on the European market. This could take months or even years of discussions as the two sides try to find a compromise.
What’s interesting about this case is that Tim Cook himself is directly involved in the discussions. Although he remains CEO until September 1, when he will take over as Executive Chairman, Cook appears to have already assumed his role as a liaison to the government. Typically, such discussions would have involved other senior executives, such as Eddy Cue. However, Cook’s direct involvement suggests that he places a particular emphasis on Apple’s relations with the EU.
Apple has invested heavily in developing new AI tools, which were showcased at WWDC 2026.That event focused on system optimization, child safety, and the new Apple Foundation Models. However, Apple users in the EU were excluded from the final third of the keynote, as these features cannot be released in the region as they currently exist.
This is due to the strict regulations imposed by the Digital Markets Law, which aims to ensure competition and consumer protection in the digital market.
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Tim Cook has already acted as a mediator between the United States government and Apple in the past. His experience in such negotiations is valuable, as the position of Executive Chairman will allow him to expand that role internationally. The challenge for Apple is to find a way to comply with European regulations without sacrificing its innovation and competitiveness.
The delay in the launch of new AI tools in the EU may not materially affect Apple, as the company has a strong global presence and can continue to develop and launch its products in other markets. However, Apple's customers in the EU are the ones who lose the most, as they do not have access to the company's latest technological developments.
The EU, for its part, seems determined to maintain its strict regulations in order to protect consumers and ensure competition in the market. This insistence could lead to further delays, but also to possible changes in Apple's strategies for the European market.
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Overall, these developments highlight the importance of international relations and compliance with local regulations for multinational technology companies. Tim Cook, in his new role, will continue to play a key role in these negotiations, trying to balance the demands of regulators with Apple's innovation strategies.
