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 argues its integrated hardware and software guarantee safety and quality, while EU officials contend it locks out competitors and limits fair competition.
Years of disputes end in record fine
Apple’s conflict with Brussels has spanned years and peaked in April when the EU fined the company €500m for alleged anti-competitive practices in its App Store. The Digital Markets Act (DMA), introduced in 2022 and enforced from 2024, targets dominant tech firms. For Apple, it requires iPhones to work with headphones from other brands, accept notifications from third-party smartwatches, and open AirDrop to non-Apple devices. “This is a win for consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy groups. He said the law tackles Apple’s walled garden and expands digital choice.
AirPods illustrate Apple’s resistance
Apple has highlighted its innovation with AirPods Pro 3, launched in the US with “Live Translation,” which provides real-time translations through the earphones. However, Apple confirmed the product will not be released in Europe yet. The company explained the feature relies on AirPods and iPhone microphones working together, and adapting it for third-party devices would require extensive 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 raises its public voice
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 not to follow Brussels’ lead, 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.”
Wider impact on the tech industry
Apple has already delayed its Apple Intelligence rollout in Europe. Pant noted other tech firms have also postponed product launches. Meta, parent of Instagram and WhatsApp, delayed the launch of Threads in Europe for several months to comply with strict EU data regulations.
