Apple’s influence on the digital market is hard to overstate—even those who’ve never held an iPhone encounter the company’s products and services daily. Millions of apps, ad campaigns, payments, and navigation requests flow through Apple’s platforms. This is convenient for users, but for European regulators, it’s a reason for ongoing investigations. This time, Apple Maps and Apple Ads are under close scrutiny and may soon join the list of platforms recognized as ‘gatekeepers’ under the Digital Markets Act (DMA).
The company has officially notified the European Commission that both services meet the established thresholds for user numbers and revenue. This doesn’t mean they are automatically declared gatekeepers, but it starts a review process that could result in Apple facing new obligations within the EU.
The core issue is balancing innovation and competition. If the European Commission determines that Apple Maps and Apple Ads truly play a key role in the market, the company will have to change how it operates these services in Europe.
What’s at stake for Apple: new DMA rules and requirements
In effect since 2023, the DMA aims to curb the dominance of the biggest tech corporations that control access to vital digital services. The law sets clear criteria: the number of active users, financial performance, and sustained market presence. If a service meets these standards, its owner must notify the European Commission and undergo an assessment process.
If a company is designated as a gatekeeper, strict requirements are imposed. These include ensuring compatibility with competitor services, prohibiting preferential promotion of its own products, and giving users greater control over their personal data. For Apple, this could mean, for example, being required to make it easy to switch map providers in iOS or CarPlay, as well as expanding options for advertisers and developers when working with Apple Ads.
Apple has already faced similar restrictions: in 2023, the company was officially designated a gatekeeper for several services, leading to significant changes in the iOS ecosystem. Now, other areas of its business are under threat.
Apple’s Position and Arguments
Apple has openly expressed concern about the new requirements. Company representatives emphasize that implementing the DMA could negatively impact user security, system stability, and overall product quality. In the case of Maps and Ads, Apple argues that their market share in Europe lags significantly behind competitors, despite formally meeting the numerical criteria.
The European Commission, in turn, does not rely solely on numbers. The assessment takes into account the real impact of services on Europe’s digital infrastructure. The review process takes up to 45 working days, after which a decision may be made to designate services as gatekeepers. If this happens, Apple will have six months to comply with all new requirements.
For users and businesses, this could mean new options and greater transparency, but also potential changes to familiar services.
How the European digital market will change
The introduction of the DMA has already led to notable changes: alternative app stores for iOS have appeared in Europe, and developers now have more freedom in choosing payment methods and distribution models. If Apple Maps and Apple Ads also come under regulation, this will broaden the company’s obligations and could further accelerate the transformation of the entire EU digital landscape.
For now, users and experts are watching developments with cautious optimism. On one hand, the new rules could make the market more open and competitive. On the other, it remains unclear exactly how Apple will comply with DMA requirements and what impact this will have on the convenience and security of its services.
In the coming weeks, Brussels is expected to make a decision that will shape Apple’s strategy in Europe going forward. Whether the company becomes more open or finds new ways to maintain control over its ecosystem remains to be seen.
If you didn’t know, Apple is one of the world’s largest tech companies, founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. Today, the corporation leads the smartphone, tablet, computer, and digital services markets. In Europe, Apple is actively developing its own platforms and services, including the App Store, Apple Maps, and Apple Ads, regularly attracting the attention of antitrust authorities and EU regulators.
