Apple has accused European regulators of unfairly targeting its closed ecosystem, arguing the EU prevents users from enjoying 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 says its integrated hardware and software ensure safety and quality, while EU officials argue it blocks competitors and restricts fair competition.
Years of disputes lead to record fine
Apple’s conflict with Brussels has lasted for 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 major tech companies. For Apple, it requires iPhones to work with headphones from other brands, allow notifications from third-party smartwatches, and open AirDrop to external devices. “This is positive for consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy groups. He argued the law addresses Apple’s walled garden and increases digital choice.
AirPods show Apple’s defiance
Apple highlighted 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 yet. Apple explained 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 speaks out publicly
Apple has typically avoided public disputes with regulators but is now raising its voice, 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’ model, 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 industry consequences
Apple has already delayed its Apple Intelligence rollout in Europe. Pant noted other tech 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.
