EU Probes Apple Maps and Apple Ads in Major Gatekeeper Investigation

The European Union has launched a new investigation into Apple. Regulators are examining whether Apple Maps and Apple Ads should be classified as “gatekeeper” services. This move could force major changes to how these Apple products operate in Europe.

According to Reuters, the European Commission confirmed the services meet user thresholds for a review. This action falls under the powerful Digital Markets Act (DMA). The goal is to ensure fair competition and more consumer choice.

What a Gatekeeper Designation Would Mean for Apple

The DMA targets large digital platforms. A company must have over 45 million monthly active users in the EU and a market valuation above €75 billion. Apple’s core services, including the App Store and Safari, are already designated gatekeepers.

This new probe focuses specifically on Apple Maps and Apple Ads. Regulators now have 45 working days to make a final decision. If designated, Apple would get six months to bring each service into full compliance.

Compliance could be significant for Apple Ads. It might require Apple to loosen its App Tracking Transparency rules. The company could also be forced to provide interoperability with third-party advertising networks.

For Apple Maps, the changes are less clear. The DMA could mandate expanded access for third-party services. Apple has already allowed EU users to set a default maps app in iOS 18.4.

Apple’s Defense Against the Gatekeeper Label

Apple is formally challenging the potential designations. The company argues its services do not hold dominant market positions. It claims Apple Ads holds only a “minimal share” of the EU’s online ad market.

Apple points to giants like Google and Meta as the true market leaders. The company insists its advertising business does not use unfair data advantages. It says the service lacks the market influence the DMA targets.

Regarding Apple Maps, the company claims it has “very limited usage” in Europe. It states the service trails far behind competitors like Google Maps and Waze. Apple argues Maps does not act as a critical gateway between businesses and consumers.

The outcome of this investigation will shape the digital landscape. It represents the EU’s continued effort to rein in Big Tech’s power. Consumers could see more options and different features as a result.

The EU Apple Maps investigation highlights a major regulatory shift. Its outcome will directly impact how millions of users interact with their devices. This case could set a new precedent for digital market regulation worldwide.

Info at your fingertips

What is the EU’s Digital Markets Act (DMA)?

The DMA is a landmark EU law designed to ensure fair competition. It imposes strict rules on the biggest tech companies, known as gatekeepers. The goal is to create more choice and innovation for consumers.

Which Apple services are already gatekeepers?

The App Store, iOS, and Safari were designated two years ago. This forced Apple to allow alternative app marketplaces and payment systems in the EU. These changes are already in effect for users in Europe.

What happens if Apple Maps is named a gatekeeper?

Apple may be required to open its Maps service to greater third-party integration. It might have to reduce any privileged position on iPhones. The exact requirements would be determined by EU regulators.

How could this affect Apple’s advertising business?

A gatekeeper label could force Apple Ads to work with rival ad networks. It may have to change how it uses data from its other services. This could level the playing field for smaller advertising competitors.

How long will this investigation take?

European regulators have 45 working days to reach a decision. If they designate the services, Apple then gets a six-month compliance window. The process is expected to move relatively quickly.