Apple has accused European regulators of unfairly targeting its closed ecosystem, saying the EU blocks users from 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 claims its integrated hardware and software ensure safety and quality, while EU officials argue it excludes competitors and restricts fair competition.
Long-running dispute results in hefty fine
Apple’s conflict with Brussels has lasted for years, reaching a peak in April when the EU fined the company €500m for alleged anti-competitive behaviour in its App Store. The Digital Markets Act (DMA), passed in 2022 and enforced from 2024, targets dominant tech firms. For Apple, it 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 tackles Apple’s walled garden and increases user choice.
AirPods highlight Apple’s defiance
Apple showcased its innovation with AirPods Pro 3, launched in the US with “Live Translation,” providing real-time translations through the earphones. However, the product will not launch in Europe for now. The company 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 voice
Apple has typically avoided public clashes 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 against following Brussels’ model, 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 tech industry 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 release of Threads in Europe for several months to comply with strict EU data regulations.
