The European Commission has announced that Apple Ads and Apple Maps appear to meet the thresholds required under the Digital Markets Act to be declared “gatekeeper” services — a status reserved for platforms with large user bases and significant influence. If confirmed, these services would face more oversight and rules to ensure fair competition. The Commission now has 45 working days to decide whether to apply the designation.
Under the DMA, gatekeeper platforms must allow easier switching between services, fairer competition, and greater transparency for business users and consumers.
Apple, however, has pushed back. The company claims Apple Ads is small compared with rivals like Google or Meta and Apple Maps has limited usage compared to alternatives such as Google Maps or Waze — making the gatekeeper label inappropriate.
If the EU proceeds, Apple may need to make major changes — such as opening its ad platform and map services to more competition, limiting data sharing across services, and allowing third-party alternatives. This could shake up how Apple runs these services across Europe and potentially influence future regulations worldwide.
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