It s there to support this new suite of ai products that the company is calling apple intelligence, which will allow users to use text, to create images, even emojis. We are also set to see a big upgrade to siri, the boy upgrade to siri, the voice assistant that apple first acquired back in 2010. The thing is though, this suite of products, apple intelligence, will not be available at least not for now, in the eu. Apple experience is a bit of a dustup with regulators there over the implications of the digital markets act. The products will however be available in the uk. Nabila popal from idc explained. There was a lot of negative sentiment at the beginning of the year as to why apple hadn t dived into it when any other company had. A lot of criticism from the market and about how if apple is behind, how the models not as advanced as the others, but this is a really huge step forward because consumers are still uncertain about what ai is and what it can do for them and the way apple ha