Apple Resists EU’s Stricter Rules for Maps and Ads
European Union antitrust regulators are investigating whether Apple Maps and Apple Ads should face stricter rules under the Digital Markets Act (DMA). Apple is pushing back, arguing both services should be exempt despite meeting the EU’s gatekeeper thresholds.
Key Takeaways
- EU may designate Apple Maps and Apple Ads as “gatekeeper” services under the DMA.
- Apple has submitted rebuttals, claiming both services have minimal market presence.
- The company previously threatened to stop shipping iPhones to the EU over DMA compliance.
- EU Commission has 45 working days to make its final decision.
What is the Digital Markets Act (DMA)?
The EU’s Digital Markets Act aims to limit the power of major tech companies and promote competition. Services are designated as “gatekeepers” if they have over 45 million monthly active users in the EU and the company has a market value exceeding €75 billion ($79 billion).
Apple’s App Store, iOS operating system, and Safari browser were already designated as core platform services two years ago. The Commission now has 45 working days to decide on Apple Maps and Apple Ads. If designated, Apple would have six months to comply with new DMA rules.
Apple’s Arguments Against Designation
According to Reuters, Apple has submitted official rebuttals to EU competition authorities. The company argues that Apple Ads is a minor player in the EU’s online advertising market, with significantly less market share than competitors like Google, Meta, Microsoft, TikTok, and X.
Apple also stated it doesn’t use data from other Apple services or third-party sources for Apple Ads. Regarding Apple Maps, the company claims it has minimal usage in the EU compared to Google Maps and Waze, and lacks key features needed to act as a middle layer connecting businesses and users.
Previous DMA Conflicts and Threats
In September, Apple escalated its dispute with European regulators by warning it might stop shipping iPhones and other products to the EU unless the DMA was repealed or modified. The company said the law caused delayed features and added security risks for European users.
Apple had already postponed several features including iPhone Mirroring, Live Translation with AirPods, and new Maps features. The company argued DMA rules forced it to allow third-party data access, reducing privacy and safety while giving unfair advantages to competitors like Samsung. The European Commission had not responded to the latest developments but previously upheld a €500 million fine against Apple.
