Apple’s Maps and Ads Under EU Investigation for Digital Markets Act Compliance
The European Commission (EC) has initiated a new investigation into Apple’s Maps and advertising services to assess their compliance with the Digital Markets Act (DMA). This development marks the latest in a series of regulatory challenges faced by Apple within the European Union.
Background on the Digital Markets Act
The DMA, enacted to promote fair competition and curb monopolistic practices among major tech companies, identifies gatekeepers—firms that provide core platform services with significant user bases and substantial market influence. Criteria for gatekeeper status include having at least 45 million monthly end users in the EU, 10,000 annual business users, a market capitalization of at least 75 billion euros, or an annual turnover of 7.5 billion euros. Companies designated as gatekeepers are subject to specific obligations to ensure a competitive digital market.
Apple’s Self-Reporting and Potential Implications
On November 28, 2025, Apple notified the EC that both its Maps and advertising services meet the thresholds for gatekeeper designation under the DMA. This self-reporting is a legal requirement for companies that meet the specified criteria. Following this notification, the EC has 45 days to investigate and confirm whether these services indeed qualify as gatekeepers. If confirmed, Apple will have six months to align these services with DMA regulations.
Historical Context of Apple’s Regulatory Challenges in the EU
Apple’s interactions with EU regulators have been extensive:
– App Store Policies: The EC previously mandated that Apple allow third-party app stores on its devices within the EU, addressing concerns over developer fees and anti-steering rules.
– Safari Browser: In 2023, the EC ruled that Safari was a core platform service and scrutinized Apple for allegedly favoring its browser over competitors.
– Apple Pay: The EC investigated Apple Pay, leading to Apple permitting developers to access the iPhone’s near-field communication (NFC) technology for other banking and wallet applications.
– Apple Music: Prompted by complaints from competitors like Spotify, the EC imposed a nearly $2 billion fine on Apple for alleged anti-competitive practices related to its music streaming service.
Apple’s Response and Legal Actions
Apple has consistently contested the EC’s decisions:
– Appeals: In July 2025, Apple filed an appeal against a $570 million fine, arguing that the EC’s demands exceeded legal boundaries and imposed undue burdens on its operations.
– Critique of the DMA: Apple has called for the repeal of the DMA, asserting that the act benefits other large tech companies while harming Apple and its customer base.
Potential Consequences and Industry Impact
If the EC designates Apple’s Maps and advertising services as gatekeepers, Apple will be required to implement significant changes to ensure compliance with the DMA. Non-compliance could result in fines up to 10% of the company’s global annual turnover, escalating to 20% for repeated violations. These developments could have broader implications for the tech industry, influencing how companies operate within the EU’s regulatory framework.
Conclusion
The EC’s ongoing scrutiny of Apple’s services underscores the EU’s commitment to enforcing the DMA and promoting fair competition in the digital market. As the investigation progresses, the outcomes will be closely monitored by industry stakeholders and could set precedents for regulatory actions against other tech giants.
