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 insists its integrated hardware and software ensure safety and quality, while EU officials argue it excludes competitors and limits fair competition.
Years of conflict result in major fine
Apple’s dispute with Brussels has lasted for years, peaking 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, allow notifications from third-party smartwatches, and open AirDrop to non-Apple devices. “This is good for consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy groups. He said the law addresses Apple’s walled garden and expands digital choice.
AirPods highlight Apple’s defiance
Apple showcased its innovation with 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 yet. 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 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 takes a louder public stance
Apple has usually avoided public disputes with regulators 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 moves to curb 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.”
Wider effects on the tech industry
Apple has already delayed its Apple Intelligence rollout in Europe. Pant noted that other tech companies have also postponed product launches. Meta, parent of Instagram and WhatsApp, delayed Threads in Europe for several months to comply with strict EU data regulations.
