Apple has accused European regulators of unfairly targeting its closed ecosystem, claiming the EU prevents users from experiencing 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 insists its integrated hardware and software ensure safety and quality, while EU officials argue it excludes competitors and limits fair competition.
Long-running conflict leads to heavy fine
Apple’s clash with Brussels has spanned 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 dominant tech firms. For Apple, this 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 said the law addresses Apple’s walled garden and expands user choice.
AirPods highlight Apple’s defiance
Apple emphasized 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 the feature relies on AirPods and iPhone microphones working together, and opening it to third-party devices would require extensive 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 stance
Apple has usually 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 attempt to overturn most obligations to open its iPhone ecosystem. Last month, Apple also cautioned the UK’s competition authority not to follow Brussels’ approach, as the CMA moves 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.”
Broader impact across the tech industry
Apple has already delayed its Apple Intelligence rollout in Europe. Pant noted that other companies have taken similar steps. Meta, parent of Instagram and WhatsApp, postponed the release of Threads in Europe for several months to comply with strict EU data regulations.
