The European Union is poised to intensify regulation on Apple Inc. concerning its Apple Maps and advertising businesses. Under the provisions of the Digital Markets Act, which targets major tech companies with over 45 million active users in Europe, Apple has notified the EU Commission that these services qualify for “gatekeeper” status. This designation could lead to stricter oversight and compliance requirements.
The EU Commission now has 45 days to assess whether Apple Maps and Apple Ads exhibit monopolistic characteristics that justify heightened regulatory measures. Currently, Apple’s iOS, iPadOS, and the App Store are already subject to the gatekeeper rules established by the act. These rules have compelled Apple to implement features such as alternative payment methods and the ability for third-party app stores to operate within the EU.
According to Reuters, Apple is contesting the gatekeeper designation for both Apple Maps and Apple Ads. The company argues that while these services have substantial user bases, they face significant competition and do not command a large share of the market. For instance, Apple asserts that Apple Maps has “very limited usage” in the EU when compared to competitors like Google Maps and Waze. Similarly, Apple Ads reportedly holds “minimal share” against the advertising operations of Google, Meta, and TikTok.
The Commission’s decision is expected by early 2026. Should Apple be designated as a gatekeeper for these services, it will have six months to modify Apple Maps and Apple Ads to comply with the stricter competition regulations. The specifics of how these services might need to change remain unclear, but it is anticipated that significant adjustments will be necessary to meet the EU’s requirements.
As the regulatory landscape continues to evolve, the implications for Apple could be substantial, potentially affecting its operations and market strategy in Europe. The ongoing scrutiny reflects broader concerns regarding the power of major technology firms and their impact on competition and consumer choice in the digital marketplace.
