Apple has accused European regulators of unfairly targeting its closed ecosystem, claiming the EU prevents users from enjoying the “magical, innovative experience” that sets the brand apart. “We face a serious threat in Europe,” Greg Joswiak said while unveiling Apple’s latest products and features. The company argues its integrated hardware and software guarantee safety and quality, while EU officials say the model blocks competitors and limits fair competition.
Prolonged dispute ends in hefty fine
Apple’s clash with Brussels has lasted for years, reaching a peak in April when the EU fined the company €500m for alleged anti-competitive practices in its App Store. The Digital Markets Act (DMA), introduced in 2022 and enforced from 2024, targets powerful tech firms. For Apple, this means iPhones must work with headphones from other brands, allow notifications from third-party smartwatches, and open AirDrop to non-Apple devices. “This benefits consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy groups. He stressed the DMA addresses Apple’s walled garden and increases user choice.
AirPods illustrate Apple’s stance
Apple highlighted its innovation with the launch of AirPods Pro 3 in the US, featuring “Live Translation,” which delivers real-time translations through the device. However, the product will not launch in Europe for now. Apple explained the feature relies on AirPods and iPhone microphones working together, and adapting it for third-party devices would require extensive engineering to preserve privacy, security, and integrity. “They want to take away the magic,” Joswiak said in Cupertino. “They want us to be like everyone else, not special.”
Apple raises its voice
Apple has generally avoided public disputes with regulators but is now speaking out, warning that EU rules harm users and developers. On Friday, the European Commission rejected Apple’s request to overturn most obligations to open the iPhone ecosystem. Last month, Apple also cautioned the UK’s competition authority against copying Brussels’ approach, as the CMA advances measures to curb Apple and Google’s dominance. “European regulators are creating a worse experience for citizens,” Joswiak said. “They undermine innovation, weaken privacy, and infringe intellectual property.”
Wider industry impact
Apple has already delayed its Apple Intelligence rollout in Europe. Pant noted that other tech firms have taken similar steps. Meta, parent company of Instagram and WhatsApp, postponed Threads in Europe for several months, citing compliance with strict EU data regulations.
