Apple vs. EU Digital Markets Act

Today we’re diving into a battle that could reshape the way we use our devices here in Europe — Apple’s request to change, or even scrap, one of the European Union’s most ambitious tech laws: the Digital Markets Act, or DMA.

So, what’s the story? The DMA was introduced in 2022 to keep so-called “gatekeepers” — big platforms like Apple, Google, and Meta — from using their power to shut out competitors. The idea is simple: more competition, more choice, and less lock-in for consumers.

For Apple, the EU labeled three of its crown jewels as “gatekeeper services”: the iOS operating system, the App Store, and the Safari browser. And that comes with strict obligations: Apple has to allow alternative app stores, loosen its control over in-app payments, and even open up certain hardware features so rivals’ devices work more smoothly with iPhones.

Sounds good for competition, right? Well, Apple isn’t so sure.

Just this week, Apple made a bold move — it formally asked Brussels to repeal or heavily revise the DMA. Why? According to Apple, the law is actually hurting European users. They argue that some new features — like iPhone mirroring on Macs, advanced Maps tools, or even AirPods translation features — have been delayed in Europe because of the law’s compliance requirements.

And Apple has other concerns. They say forcing support for third-party app stores could weaken security and privacy protections. In their view, sideloading apps is a recipe for malware and fraud. They also complain that the rules are vague — and when the penalties can reach 10% of global revenue, vague rules are scary.

But let’s be honest: there’s also a lot of self-interest here. The App Store is not just an app marketplace — it’s one of Apple’s most profitable engines. Allowing outside payment systems or rival stores could eat into that revenue. And giving competitors equal access to hardware features reduces Apple’s ability to differentiate its ecosystem.

Now, how are regulators responding? The European Commission has already fined Apple half a billion euros this year and rejected the idea of repealing the DMA. Their stance is clear: if Apple wants to do business in Europe, it must play by European rules.

So here’s where the controversy heats up.On one hand, Apple raises a valid point: overly rigid regulation can slow innovation. Nobody wants Europeans to be second-class citizens when it comes to new iPhone features. On the other hand, if Europe backs down, it risks signaling that its most ambitious competition law can be undone by corporate pressure.

This isn’t just about Apple, either. If the DMA falters, it could weaken Europe’s broader push to regulate digital giants — from privacy and AI, to online platforms and beyond.

So where does this leave us? Well, the law is scheduled for review in 2026, and Apple is already campaigning hard to shape that process. In the meantime, EU users will keep living with a kind of digital split screen: iPhones that behave one way in Europe, and another way elsewhere.

And that raises the big question: should innovation come first, even if it means one company keeps most of the control? Or should regulation take priority, even if it means slower feature rollouts?

Whatever happens, this fight between Apple and Brussels will set the tone for how governments deal with Big Tech worldwide. And trust me — every other tech giant is watching closely.