Apple has accused European regulators of unfairly targeting its closed ecosystem, arguing that the EU blocks users from the “magical, innovative experience” that makes the brand unique. “We face a serious threat in Europe,” Greg Joswiak said before introducing Apple’s latest products and features. The company defends its tightly controlled hardware and software system as a guarantee of safety and quality, while EU officials insist it excludes rivals and restricts fair competition.
Years of disputes lead to heavy fine
Apple’s conflict with Brussels has lasted for years and reached a climax in April when the EU fined the company €500m for alleged anti-competitive behaviour in its App Store. The Digital Markets Act (DMA), approved in 2022 and enforced from 2024, focuses on curbing the power of large tech firms. For Apple, it requires iPhones to support headphones from other manufacturers, accept notifications from non-Apple smartwatches, and allow AirDrop to connect with third-party devices. “This is a win for consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy groups. He stressed that the law aims to end the walled garden problem and expand choice.
AirPods underline Apple’s pushback
Apple has highlighted its innovation with the release of AirPods Pro 3 in the US, featuring “Live Translation,” which delivers instant translations through the earphones. However, the company confirmed that the product will not reach Europe for now. Apple explained that the function relies on AirPods and iPhone microphones working together, and adapting it for outside devices would require major engineering to meet standards for privacy, security and integrity. “They want to take away the magic,” Joswiak said in Cupertino. “They want us to look like the others, not stand out.”
Apple ramps up criticism
Apple has usually avoided public clashes with regulators but is now voicing stronger objections, warning that EU rules risk harming both 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 warned the UK’s competition authority not to follow Brussels’ example, as the CMA advances plans to reduce Apple and Google’s market dominance. “European regulators are creating a worse experience for citizens,” Joswiak said. “They undermine innovation, harm privacy, and infringe intellectual property.”
Other tech companies also adjust
Apple has already delayed the rollout of its Apple Intelligence features in Europe. According to Pant, other major firms have also slowed launches. Meta, the parent of Instagram and WhatsApp, postponed Threads in Europe for several months, citing compliance with strict EU data rules.
