Apple has accused European regulators of unfairly targeting its closed ecosystem, arguing that the EU blocks users from the “magical, innovative experience” that defines the brand. “We face a serious threat in Europe,” Greg Joswiak said while presenting Apple’s latest products and features. The company claims its integrated hardware and software guarantee safety and quality, while EU officials argue it locks out competitors and limits fair competition.
Long-standing disputes end in major fine
Apple’s clashes with Brussels have spanned years, culminating in April when the EU fined the company €500m for alleged anti-competitive practices in its App Store. The Digital Markets Act (DMA), adopted in 2022 and enforced from 2024, aims to rein in powerful tech firms. For Apple, the law requires iPhones to work with headphones from other brands, support notifications from third-party smartwatches, and open AirDrop to non-Apple devices. “This benefits consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy groups. He argued that the law addresses Apple’s walled garden and increases choice in the digital market.
AirPods highlight Apple’s resistance
Apple has showcased its innovation with the AirPods Pro 3, launched in the US with “Live Translation,” offering real-time translations through the earphones. 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 raises its public stance
Apple has typically avoided public disputes with regulators but is now speaking out more strongly, 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’ model, as the CMA prepares measures to curb Apple and Google’s dominance. “European regulators are creating a worse experience for citizens,” Joswiak said. “They undermine innovation, weaken privacy, and infringe intellectual property.”
Wider industry effects
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 release of Threads in Europe for several months, citing the need to comply with strict EU data regulations.
