Apple has accused European regulators of unfairly targeting its closed ecosystem, claiming the EU blocks users from the “magical, innovative experience” that defines the brand. “We face a serious threat in Europe,” Greg Joswiak said while unveiling Apple’s latest products and features. The company says its integrated hardware and software system ensures safety and quality, while EU officials argue it excludes competitors and limits fair competition.
Long-standing dispute ends in record fine
Apple’s conflict with Brussels has spanned years and peaked 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 applied from 2024, aims to rein in major tech firms. For Apple, this means iPhones must support headphones from other brands, accept notifications from third-party smartwatches, and allow AirDrop connections to external platforms. “This benefits consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy groups. He said the law tackles the walled garden problem and expands user choice.
AirPods highlight Apple’s resistance
Apple has emphasized its innovation with the launch of AirPods Pro 3 in the US. The earphones feature “Live Translation,” providing real-time translations through the device. However, Apple confirmed the product will not launch in Europe yet. The company explained the feature relies on AirPods and iPhone microphones working together, and adapting it for third-party devices would require major engineering to maintain 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 voice
Apple has usually kept disputes with regulators private but is now speaking out more forcefully, warning that EU rules harm users and developers. On Friday, the European Commission rejected Apple’s attempt to overturn most obligations to open its iPhone ecosystem. Last month, Apple also cautioned the UK’s competition authority against following Brussels’ approach, as the CMA advances measures to curb Apple and Google’s dominance. “European regulators are creating a worse experience for citizens,” Joswiak said. “They undermine innovation, threaten privacy, and infringe intellectual property.”
Wider tech industry reacts
Apple has already delayed its Apple Intelligence rollout in Europe. Pant noted that other companies have also postponed launches. Meta, parent of Instagram and WhatsApp, delayed Threads in Europe for several months to comply with strict EU data regulations.
