European Union antitrust officials have set their sights on two of Apple’s key services—Apple Ads and Apple Maps—raising the stakes in the ongoing debate over the power and responsibility of Big Tech in Europe. The question at hand: should these services be regulated as “gatekeepers” under the bloc’s sweeping Digital Markets Act (DMA)? The answer, expected within weeks, could have far-reaching consequences for Apple, its rivals, and consumers across the continent.
On November 29, 2025, Apple officially informed the European Commission that both Apple Ads and Apple Maps meet the DMA’s strict thresholds for gatekeeper status. These thresholds aren’t arbitrary; they’re set high, requiring a platform to boast more than 45 million monthly active users in the EU and a market valuation above €75 billion (about $79 billion). According to Reuters, this notification triggered a formal review period, giving EU regulators 45 working days to decide whether to impose the DMA’s rules on Apple’s advertising and mapping businesses.
If the Commission rules in favor of designation, Apple will have six months to comply with a host of new requirements. The DMA isn’t just a slap on the wrist—it’s a regulatory overhaul designed to increase competition, empower users, and level the playing field for smaller tech firms. Among other things, the law demands that gatekeepers allow third-party services to interoperate with their platforms, enable users to uninstall pre-installed apps, and prohibit tracking users without their explicit consent. For Apple, this would mean opening up its ad and mapping ecosystems in ways the company has long resisted.
Apple, unsurprisingly, is pushing back hard. In a formal rebuttal submitted on November 28, 2025, the company argued that it remains a minor player in the EU’s online advertising market—especially when compared to behemoths like Google, Meta, Microsoft, TikTok, and X. Apple insists it does not rely on data from other Apple or third-party services to power its ad business, and claims its mapping service is far less popular than Google Maps or Waze in Europe. The company also stressed that Apple Maps lacks the “critical intermediation functionalities” that would connect businesses directly with consumers, a core concern of the DMA.
Earlier in September 2025, Apple went so far as to ask the EU to repeal the DMA altogether, warning that the legislation “is exposing [users] to new risks, and disrupting the simple, seamless way their Apple products work together.” Apple maintains that these new rules would not only threaten its business model but also compromise user security and experience—an argument that’s found some sympathy among privacy advocates, but skepticism among regulators and competitors.
The European Commission, however, appears unmoved by Apple’s protests. Officials argue the DMA is essential to curb unfair market dominance and ensure fair competition. As the Commission sees it, the rise of a few tech giants has left smaller firms and consumers with fewer choices and higher barriers to entry. The DMA’s goal is to change that dynamic, forcing dominant platforms to share data, enable interoperability, and provide more transparency for both users and advertisers.
For Apple, the implications of gatekeeper designation are significant. If the DMA rules are enforced, Apple would be required to give advertisers and publishers free access to essential measurement tools and data, allowing for independent ad verification. This would make it possible for ad tech firms to audit ad performance across different platforms—something that’s long been a sticking point in the industry. According to CyberNews, this level of transparency could help smaller advertising technology companies compete with Apple’s proprietary systems, potentially shaking up the EU’s digital ad landscape.
But the changes wouldn’t stop at ad transparency. The DMA would also restrict Apple from combining personal data across its services—like the App Store, Safari, and Maps—without users’ explicit consent. This would fundamentally alter how Apple targets ads and delivers personalized marketing, giving users more control over their data but possibly reducing the effectiveness of Apple’s cross-product recommendations. As noted by industry experts, Apple may face “difficult trade-offs” in balancing compliance with the DMA and maintaining the seamless user experience that’s become its hallmark.
Another major requirement: Apple would have to allow third-party providers access to the same hardware and software features as its own services, free of charge. This could empower independent developers and analytics startups to build tools that measure ad campaign performance across Apple’s ecosystem, fostering a more competitive environment. The DMA’s push for interoperability is designed to ensure that no single company can lock out rivals or control the flow of data and innovation.
Google, a rival and fellow target of the DMA, has highlighted the importance of consistent interpretation and enforcement of the rules across all designated companies. This consistency, Google argues, is crucial for creating benchmarks and ensuring that ad tech firms have equal access to data, regardless of which giant they’re dealing with. The broader tech industry is watching closely, as Apple’s eventual compliance—or resistance—could set a precedent for how other major platforms navigate the evolving regulatory landscape in Europe.
For consumers, the stakes are equally high. If Apple is forced to open up its platforms, users could benefit from more choices, greater privacy controls, and less intrusive tracking. Advertisers and publishers, meanwhile, would gain access to more robust measurement tools, helping them better understand and optimize their campaigns. Smaller ad tech companies, long at a disadvantage, might finally have a shot at competing on equal footing with the industry’s biggest players.
Yet, there’s no denying that the road ahead is fraught with challenges. Apple’s arguments about security and user experience aren’t without merit—opening up platforms can introduce new risks, and the company’s tightly integrated ecosystem is part of what makes its products so appealing to millions of users. Regulators, for their part, must ensure that enforcement is fair, balanced, and effective, without stifling innovation or creating unintended consequences.
As the European Commission reviews Apple’s submission and weighs its options, the outcome will be closely watched by tech companies, advertisers, privacy advocates, and consumers alike. If Apple is designated as a gatekeeper and compelled to comply with the DMA, the decision could reshape not only Apple’s business in Europe but also the future of digital regulation worldwide. The clock is ticking, and the tech world is holding its breath.