The Risk to Apple of OS Envy

With the rerelease of iOS 18.0, the EU and the rest of the world will have two flavors of the iPhone’s operating system. As Jason Snell writes for Macworld, this is one of Apple’s greatest fears, but there are potentially bigger risks on the horizon for the company. As Jason explains:

…to me, the bigger danger is envy. It strikes me that Apple has tried to make residents of the European Union envious of other regions by withholding Apple Intelligence, at least at first. There are legal reasons to do so, of course, but it’s also a lesson to Europeans that if they support such a strict regulatory regime, they’re going to be left on the side of the road while the rest of the world enjoys the bounty of AI features inside iOS. (Whether that bounty actually exists is beside the point.)

Yet, when I consider everything being experimented with in the EU, I start to wonder if the envy is actually going to flow in the other direction. The Verge said that the iPhone is now “more fun” in the EU. Noted iOS expert Federico Viticci wrote that the EU version of iOS “is the version of iOS I’ve wanted for the past few years,” and that “we can finally use our phones like actual computers.”

As someone who loves clipboard managers and uses several apps that aren’t Apple’s defaults, I am warming up to their point of view.

I’m right there with Jason. At first, the differences between my iOS and Federico’s didn’t seem like that big of a deal. Sure, it was easier for him to access AltStore, but it’s available outside the EU if you jump through some extra hoops. However, over time, the differences have multiplied. I’ve also had the chance to try Apple Intelligence in 18.1, and although there’s more to come from Apple on the AI front, which could change my calculus, from where things stand today, I’d gladly trade iOS 18.1 for the EU’s 18.0.