According to AppleInsider, EU regulators are investigating Apple for Digital Markets Act violations specifically targeting Apple Maps and Apple Ads services. Apple notified the European Commission on Thursday that both services meet the gatekeeper thresholds requiring at least 45 million monthly EU users and either 10,000 annual business users or a 75 billion euro market cap. The Commission now has 45 days to investigate whether Apple Maps and Apple Ads qualify as gatekeeper services, and if confirmed, Apple would get six months to bring them into compliance. This comes after previous DMA actions forced Apple to allow third-party app stores and switch from Lightning to USB-C connectors. Apple is seeking exemptions for both services while simultaneously arguing the DMA should be repealed entirely.
Apple’s growing DMA headache
Here’s the thing – this isn’t Apple’s first rodeo with the European Commission. They’ve already been forced to open up their ecosystem in ways that would have been unthinkable just a few years ago. Third-party app stores? Check. Alternative payment systems? Yep. Even that whole Lightning to USB-C transition was basically an EU mandate. Now they’re coming for Maps and advertising, which honestly feels like regulators are working their way down Apple’s services list one by one.
What being a “gatekeeper” actually means
Basically, the EU defines a gatekeeper as any core platform service with massive reach – we’re talking 45 million monthly EU users and either 10,000 business customers annually or that sweet 75 billion euro market cap threshold. Apple obviously clears the financial bar easily, but the user numbers are what matter here. The fact that Apple self-reported suggests they know they’re likely to be designated. And once that happens, they’ll have to play by the EU’s rules – potentially opening up mapping data to competitors or changing how their advertising platform operates. It’s the same playbook we saw with Safari, where Apple tried arguing it was actually three different browsers to avoid regulation. That didn’t work out so well.
Why this matters beyond Apple
Look, this isn’t just about Apple getting hassled by regulators. The DMA represents a fundamental shift in how big tech operates in Europe. We’re seeing the same pattern with Google, Meta, Amazon – everyone’s getting the same treatment. For developers and businesses, this could mean more choices in mapping services or advertising platforms. But there’s a real question about whether all this regulation actually helps consumers or just creates more complexity. Apple argues the DMA mainly benefits other big tech companies like Spotify, and honestly, they might have a point. The EU slapped them with a nearly $2 billion fine after Spotify complained about Apple Music, after all.
What happens now
So we’ve got 45 days of investigation ahead, followed by potential six-month compliance windows if the EU decides Apple Maps and Apple Ads are indeed gatekeepers. Apple will likely fight this every step of the way – they’re already seeking exemptions and arguing for the DMA’s repeal. But given their track record with the European Commission, I wouldn’t bet against more concessions coming. The real question is how far this regulatory pressure extends. Are we looking at a future where every Apple service with significant usage gets the gatekeeper treatment? Because if so, this is just the beginning of a much longer story.
