Apple has accused European regulators of unfairly targeting its closed ecosystem, claiming the EU prevents users from enjoying the “magical, innovative experience” that defines the company. “We face a serious threat in Europe,” Greg Joswiak said while unveiling Apple’s latest products and features. The company says its tightly integrated hardware and software ensure safety and quality, while EU officials argue it excludes competitors and restricts fair competition.
Years of conflict result in major fine
Apple’s dispute with Brussels has lasted for years, peaking in April when the EU fined the company €500m for alleged anti-competitive practices in its App Store. The Digital Markets Act (DMA), passed in 2022 and enforced from 2024, targets major tech companies. For Apple, it requires iPhones to work with headphones from other brands, support notifications from third-party smartwatches, and open AirDrop to external devices. “This is positive for consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy groups. He said the law tackles Apple’s walled garden and expands user choice.
AirPods emphasize Apple’s defiance
Apple highlighted its innovation with the AirPods Pro 3, launched in the US with “Live Translation,” which offers real-time translations through the device. However, the product will not launch in Europe for now. Apple explained that the feature relies on AirPods and iPhone microphones working together, and adapting it for third-party devices would require significant engineering to protect privacy, security, and integrity. “They want to take away the magic,” Joswiak said in Cupertino. “They want us to be like everyone else, not unique.”
Apple strengthens its public stance
Apple has typically avoided public clashes with regulators but is now speaking out more forcefully, warning that EU rules harm users and developers. On Friday, the European Commission rejected Apple’s request to remove most obligations to open its iPhone ecosystem. Last month, Apple also cautioned the UK’s competition authority against following Brussels’ lead, as the CMA advances measures to reduce Apple and Google’s market dominance. “European regulators are creating a worse experience for citizens,” Joswiak said. “They undermine innovation, weaken privacy, and infringe intellectual property.”
Industry-wide impact
Apple has already delayed its Apple Intelligence rollout in Europe. Pant noted that other tech firms have also postponed product launches. Meta, parent company of Instagram and WhatsApp, delayed the launch of Threads in Europe for several months to comply with strict EU data regulations.
