The tectonic plates of the tech world are shifting, and Japan is about to feel the tremor. Apple, a company known for its walled garden approach, is preparing to crack open the side button on iPhones, allowing users in Japan to assign third-party apps to the coveted shortcut. This seemingly small change could signal a much larger opening of Apple’s ecosystem, driven by regulatory pressures and evolving user expectations.
For years, holding down the side button has been synonymous with summoning Siri, Apple’s voice assistant. But soon, Japanese iPhone users might be able to launch Gemini, Alexa, or a local alternative with that same gesture. The update, first spotted in the iOS 26.2 beta, is now confirmed by developer instructions released by Apple.
Apple’s documentation states explicitly that “In Japan, people might place an action on the side button of the iPhone that instantly launches your voice-based conversational app.” The expectation is that the chosen app will be ready for immediate voice interaction, ensuring a seamless user experience.
Why Japan first? According to MacRumors, a local regulation change set to take effect in December 2025 is the driving force. While the exact timing is unclear, the feature could arrive as early as next month with iOS 26.2.
This move isn’t happening in a vacuum. Apple’s long-standing reluctance to allow third-party defaults is facing increasing scrutiny worldwide. The European Union’s Digital Markets Act (DMA), in particular, is forcing Apple’s hand.
The DMA’s interoperability instructions are clear: Apple must “allow providers of services and providers of hardware…effective interoperability with…the same hardware and software features accessed or controlled via the operating system or virtual assistant.” This means opening up core functions, like the side button, to competitors.
The EU is Next
While Japan is the initial testing ground, the EU is poised to follow. A Bloomberg report from May suggests that the necessary changes are already in development for European iPhones. Imagine a world where you can replace Siri with Gemini or Alexa across your entire iPhone experience.
This seemingly localized change in Japan represents a significant shift in Apple’s philosophy. While Apple embraced OpenAI’s ChatGPT with iOS 18, allowing broader third-party integration is different, potentially leveling the playing field for competing AI assistants. The implications extend beyond voice assistants, potentially paving the way for greater customization and user choice within the Apple ecosystem. Will this be a small crack, or will it become a floodgate? Only time will tell.
