EU Considers Stricter Oversight of Apple Maps and Advertising Services
The European Union (EU) is poised to intensify its regulatory scrutiny of Apple’s services, particularly focusing on Apple Maps and the company’s advertising division. This development stems from the Digital Markets Act (DMA), which mandates that technology companies disclose services surpassing 45 million active users in Europe—a threshold that designates them as gatekeepers subject to heightened regulatory obligations.
In compliance with the DMA, Apple has reported that both Apple Maps and its advertising services meet this user threshold. Consequently, the European Commission has initiated a 45-day evaluation period to determine whether these services exhibit monopolistic characteristics warranting additional regulatory measures. This decision is anticipated in early 2026.
Apple’s iOS, iPadOS, and App Store have already been classified under the DMA’s gatekeeper provisions. This classification has compelled Apple to implement significant changes, such as supporting alternative payment methods and permitting third-party app stores within the EU.
Despite acknowledging the user numbers, Apple contests the gatekeeper designation for Apple Maps and its advertising services. The company argues that, despite their substantial user bases, these services face robust competition and do not dominate their respective markets. Apple asserts that Apple Maps experiences very limited usage in the EU compared to competitors like Google Maps and Waze. Similarly, Apple contends that its advertising business holds a minimal share relative to the advertising operations of companies such as Google, Meta, and TikTok.
Should the European Commission designate Apple Maps and the advertising services as gatekeepers, Apple will be required to align these services with the DMA’s stringent competition rules within a six-month timeframe. The specific modifications necessary for compliance remain uncertain at this stage.
This potential regulatory action underscores the EU’s commitment to fostering a competitive digital marketplace by ensuring that dominant platforms do not engage in practices that could stifle competition or harm consumer interests. The outcome of this evaluation could have significant implications for Apple’s operations within the European market, potentially necessitating substantial adjustments to its services and business practices.
