Apple escalates clash with EU regulators over Digital Markets Act

Apple stepped up its public critique of European regulators on Friday, saying Brussels' Digital Markets Act unfairly targets its closed ecosystem and denies users the 'magical, innovative experience' that Apple says defines the company. The iPhone maker warned that it faces a 'serious threat to that in Europe' as regulators push for changes to the iPhone ecosystem. Greg Joswiak, Apple's senior vice president for worldwide marketing, argued that EU rules could undermine innovation and user privacy.

Under the DMA, Apple must ensure that third-party headphones work with iPhones, allow notifications to appear on third-party smartwatches, and let other platforms send and receive content to and from iPhones via AirDrop. Sébastien Pant of BEUC, the umbrella group for consumer groups, said, 'That's a good thing for consumers, because that means you actually have choice over which device you're going to use' and that the reforms 'try to tackle the kind of walled garden problem that we've had for years' to provide more consumer choice. Apple, meanwhile, is releasing its new AirPods Pro 3, which will include Live Translation, a feature released last week in the United States but not yet available in Europe. The company said the technology is currently possible only because AirPods and the iPhone microphones work together, and that opening up access to other devices would require additional engineering to meet privacy, security and integrity expectations. 'They want to take the magic away - of having a tightly integrated experience that Apple provides - and make us like the other guys,' Joswiak said during a Cupertino press briefing.

Apple escalates its public stance even as regulators act. The European Commission on Friday published a decision rejecting Apple's bid to scrap most of its order under the DMA requiring iPhones to work with competing devices. Last month, Apple issued a statement warning the United Kingdom's Competition and Markets Authority against following the EU's lead as CMA moves ahead with plans to open up markets dominated by Apple and Google. 'European regulators are creating a worse experience for their citizens — our users,' Joswiak said, adding that the rules risk undermining innovation and could infringe on intellectual property, privacy and security.

The Commission's decision comes in the context of a DMA that began to apply in 2024 after being enacted in 2022, and targets several major tech platforms. The EU's action follows a €500 million fine handed down in April for anti-competitive behavior tied to the App Store. Apple has warned that such rules could hamper developers and consumers alike, and the CMA's ongoing review of digital markets mirrors Brussels' push for interoperability and data portability.

Meta, the parent company of Instagram and WhatsApp, is among others that have paused or delayed feature rollouts in the EU to comply with DMA data practices, according to Pant, illustrating how the DMA has shifted how technology firms deploy services in Europe.

In the broader context, Apple has already delayed the rollout of some AI-focused features in the EU, arguing that meeting the DMA's privacy and security requirements requires careful engineering and regulatory coordination. The company says its goal remains to deliver innovative experiences while preserving user privacy and safety.