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Apple Tells EU That Ads and Maps Hit Digital Markets Act Thresholds

MarketDash Editorial Team
10 days ago
Apple has informed European regulators that its advertising and mapping services meet the thresholds under the Digital Markets Act, triggering a review that could designate them as gatekeepers and subject them to strict competition rules.

Apple Inc. (AAPL) has voluntarily informed European regulators that two of its services—Apple Ads and Apple Maps—meet the thresholds outlined in the Digital Markets Act. That's the EU's sweeping tech regulation law, and meeting those thresholds isn't exactly something to celebrate.

What Happens Next

The European Commission confirmed Friday that Apple acknowledged both services qualify as core platform services under the DMA. Now comes the official review process.

Regulators have 45 working days to determine whether either service gets slapped with the "gatekeeper" designation. If that happens, Apple will face strict pro-competition obligations and will have six months to bring both services into compliance. That means opening up to competitors, allowing interoperability, and generally playing nicer with others in the digital sandbox.

The Broader Battle With Brussels

This notification doesn't exist in a vacuum. Back in October, reports emerged that Apple and Meta Platforms, Inc. (META) were in advanced settlement talks with Brussels over their antitrust cases.

The two tech giants were hit with a combined €700 million in fines back in April for DMA violations. European regulators have been pushing Meta to make platform choices clearer for users, while Apple has been negotiating new App Store contract terms for developers. Apple previously called a separate €500 million fine "unprecedented," which tells you how thrilled they were about that situation.

Geopolitical Fallout

The EU's aggressive tech crackdown has created friction across the Atlantic. President Donald Trump has repeatedly accused Brussels of unfairly targeting American companies.

In August, Trump threatened major new tariffs on European exports if the EU doesn't drop what he called "discriminatory" actions against U.S. tech firms. He declared that American companies won't serve as the world's "piggy bank" or "doormat." Translation: this isn't just a regulatory spat anymore—it's becoming a full-blown trade issue.

For Apple, the stakes are clear. The company is navigating heavy fines, settlement negotiations, and now a fresh gatekeeper review, all while geopolitical tensions simmer in the background. How this plays out could reshape how Apple operates its advertising and mapping services across the entire European market.

Back to News

Apple Tells EU That Ads and Maps Hit Digital Markets Act Thresholds

MarketDash Editorial Team
10 days ago
Apple has informed European regulators that its advertising and mapping services meet the thresholds under the Digital Markets Act, triggering a review that could designate them as gatekeepers and subject them to strict competition rules.

Apple Inc. (AAPL) has voluntarily informed European regulators that two of its services—Apple Ads and Apple Maps—meet the thresholds outlined in the Digital Markets Act. That's the EU's sweeping tech regulation law, and meeting those thresholds isn't exactly something to celebrate.

What Happens Next

The European Commission confirmed Friday that Apple acknowledged both services qualify as core platform services under the DMA. Now comes the official review process.

Regulators have 45 working days to determine whether either service gets slapped with the "gatekeeper" designation. If that happens, Apple will face strict pro-competition obligations and will have six months to bring both services into compliance. That means opening up to competitors, allowing interoperability, and generally playing nicer with others in the digital sandbox.

The Broader Battle With Brussels

This notification doesn't exist in a vacuum. Back in October, reports emerged that Apple and Meta Platforms, Inc. (META) were in advanced settlement talks with Brussels over their antitrust cases.

The two tech giants were hit with a combined €700 million in fines back in April for DMA violations. European regulators have been pushing Meta to make platform choices clearer for users, while Apple has been negotiating new App Store contract terms for developers. Apple previously called a separate €500 million fine "unprecedented," which tells you how thrilled they were about that situation.

Geopolitical Fallout

The EU's aggressive tech crackdown has created friction across the Atlantic. President Donald Trump has repeatedly accused Brussels of unfairly targeting American companies.

In August, Trump threatened major new tariffs on European exports if the EU doesn't drop what he called "discriminatory" actions against U.S. tech firms. He declared that American companies won't serve as the world's "piggy bank" or "doormat." Translation: this isn't just a regulatory spat anymore—it's becoming a full-blown trade issue.

For Apple, the stakes are clear. The company is navigating heavy fines, settlement negotiations, and now a fresh gatekeeper review, all while geopolitical tensions simmer in the background. How this plays out could reshape how Apple operates its advertising and mapping services across the entire European market.