Brussels: Apple Inc., the U.S. technology titan, has formally informed the European Commission that two of its services Apple Ads and Apple Maps meet the usage and market-size thresholds set under the European Union’s Digital Markets Act (DMA). This move triggers a regulatory review that could significantly affect how Apple operates in Europe, particularly in the realms of digital advertising and mapping services.
Under the DMA, platforms that surpass specific thresholds more than 45 million monthly active users and a market capitalization exceeding €75 billion must report whether they qualify as “gatekeepers.” Gatekeepers face stricter obligations to ensure fair competition, transparency, and interoperability within the EU’s digital market. In its notification, Apple acknowledged that Apple Ads and Apple Maps meet these thresholds, formally placing them under potential scrutiny by Brussels.
If the European Commission designates these services as gatekeepers, Apple would be obliged to follow a comprehensive compliance framework outlined by the DMA. This includes requirements such as ensuring third-party apps and advertisers have fair access, providing transparent data practices, and preventing anti-competitive self-preferencing. The Commission now has 45 working days to decide on the gatekeeper designation. Should Apple be labeled a gatekeeper, it will have six months to align its operations with the DMA mandates.
Despite acknowledging the thresholds, Apple has argued against the designation, highlighting that Apple Ads constitutes a relatively minor share of Europe’s online advertising market compared with competitors such as Google and Meta. Apple contended that the ad service does not leverage cross-service or third-party user data in ways that would provide undue influence. Similarly, the company maintained that Apple Maps has limited adoption in Europe and does not perform “intermediation” functions such as connecting businesses directly with consumers typically associated with gatekeeper platforms.
This development is not Apple’s first interaction with the DMA. Previously, the company’s App Store, iOS, and Safari browser were designated as core platform services, placing them under regulatory obligations. The potential addition of Apple Ads and Maps to the gatekeeper list represents the EU’s continuing effort to regulate the influence of major tech platforms and ensure a competitive digital environment.
The outcome carries substantial implications. For Apple, a gatekeeper label would mean enhanced regulatory oversight, possible operational adjustments, and more stringent monitoring of its advertising and mapping services in Europe. For competitors and smaller firms, it could reduce barriers to entry and create opportunities for more competition in digital ads and mapping platforms. For European regulators, the decision will set an important precedent for the enforcement of DMA rules and signal the rigor with which the EU will oversee major technology companies. The next 45 working days are therefore expected to be pivotal in determining how Apple and other tech giants navigate Europe’s evolving digital regulatory landscape.