Apple Claims Its Ad and Maps Services Are Too Small to Fall Under EU’s Digital Markets Act in 2025
- Why Is the EU Investigating Apple’s Ad and Maps Services?
- What Does the Digital Markets Act (DMA) Require?
- Apple’s Defense: "We’re Not Dominant in Ads or Maps"
- What Happens If the EU Rules Against Apple?
- How Does This Affect Developers and Competitors?
- What’s Next in the EU’s Investigation?
- FAQs
Apple is pushing back against the European Union’s Digital Markets Act (DMA), arguing that its advertising and mapping services don’t meet the threshold to be classified as "gatekeepers." The tech giant insists these services are too niche compared to rivals like Google and Meta, but the EU Commission is scrutinizing Apple’s submissions to determine if stricter regulations should apply. Here’s what’s at stake.
Why Is the EU Investigating Apple’s Ad and Maps Services?
The European Commission is reviewing Apple’s documentation to decide whether its advertising (Apple Ads) and mapping (Apple Maps) services should be designated as "gatekeepers" under the DMA. This classification WOULD force Apple to make significant changes to how these services operate, ensuring fair competition and user choice. The investigation, which will last up to 45 business days, could have major implications for developers, competitors, and everyday users.
What Does the Digital Markets Act (DMA) Require?
The DMA targets large tech companies that control access to essential digital services. To qualify as a gatekeeper, a company must have:
- Over 45 million monthly active users in the EU
- A market valuation exceeding €75 billion
Apple easily meets these thresholds, but it argues that its ad and maps services aren’t dominant enough to warrant regulation. The DMA aims to prevent tech giants from unfairly favoring their own services, ensuring a level playing field for smaller competitors.
Apple’s Defense: "We’re Not Dominant in Ads or Maps"
Apple contends that its advertising business is a minor player compared to Google, Meta, and TikTok, holding only a tiny fraction of the digital ad market. Similarly, Apple Maps trails behind Google Maps and Waze in usage across Europe. The company claims the DMA was designed for services with broader market influence, not niche offerings like its own.
What Happens If the EU Rules Against Apple?
If the Commission designates Apple Ads and Apple Maps as gatekeeper services, the company will have six months to comply with DMA rules. This could mean:
- Opening up its ad platform to more competitors
- Allowing third-party map integrations on iOS
- Providing greater transparency in data usage
Such changes could disrupt Apple’s ecosystem, affecting developers and users alike.
How Does This Affect Developers and Competitors?
Apple’s App Store, iOS, and Safari are already classified as gatekeepers. Adding ads and maps to the list would force Apple to adjust its policies, potentially benefiting smaller app developers and rival services. For example, alternative navigation apps might gain better access to iOS users, while advertisers could see more options beyond Apple’s own ad network.
What’s Next in the EU’s Investigation?
The Commission will spend the next 45 days analyzing Apple’s submissions before making a final decision. Apple has vowed to defend its position, providing additional evidence to show why its services shouldn’t be regulated under the DMA. The outcome could set a precedent for how the EU applies these rules to other tech services in the future.
FAQs
What is the Digital Markets Act (DMA)?
The DMA is an EU regulation designed to curb the power of big tech companies by ensuring fair competition and user choice in digital markets.
Why is Apple resisting the DMA for its ad and maps services?
Apple argues that these services are too small to have a significant market impact, unlike its App Store or Safari browser.
What changes could Apple be forced to make?
If regulated, Apple may need to open its ad and maps services to more competition and provide greater transparency.
