European regulators are reviewing Apple’s new on-device AI features to determine whether the company may be breaching competition rules, according to sources cited by Reuters. The scrutiny comes as Apple expands its artificial intelligence push in iOS 20 across its ecosystem.

The reported probe is still in an early stage, and officials in Brussels have not publicly announced any formal findings. The review focuses on whether Apple’s integration of AI tools into its software gives the company an unfair advantage over rivals or limits consumer choice.

Apple has made AI a central part of its product strategy, promoting features that run directly on users’ devices rather than in the cloud. Supporters say the approach can improve privacy and speed, while critics argue that tighter control over the software stack could reinforce Apple’s market power.

The European Union has increasingly used antitrust rules to examine how major technology firms bundle services and shape access to digital markets. Any enforcement action would add to the pressure on Apple as regulators continue to assess how emerging AI products fit within existing competition law.