Apple has accused European regulators of unfairly attacking its closed ecosystem, arguing that the EU prevents users from enjoying the “magical, innovative experience” that defines the brand. “We face a serious threat in Europe,” Greg Joswiak said while presenting Apple’s latest products and features. The company insists its integrated system of hardware and software guarantees safety and quality, but EU officials argue it locks out competitors and restricts fair competition.
Years of disputes result in major fine
Apple’s tensions with Brussels have lasted for years and came to a head 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 since 2024, takes aim at dominant tech companies. For Apple, this means iPhones must work with headphones from other brands, support notifications from non-Apple smartwatches, and open AirDrop to external platforms. “This is a gain for consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy organisations. He said the DMA challenges Apple’s walled garden and expands digital choice.
AirPods showcase Apple’s defiance
Apple has highlighted its product innovation with the launch of AirPods Pro 3 in the US. The earphones include “Live Translation,” enabling real-time translations directly through the device. Yet Apple confirmed the product will not be released in Europe for now. The company explained that the feature depends 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 told reporters in Cupertino. “They want us to be like the others, not different.”
Apple speaks out more forcefully
Apple has typically avoided open disputes with regulators but is now taking a louder stance, warning that EU rules could harm both users and developers. On Friday, the European Commission rejected Apple’s request to cancel most of its obligations to open the iPhone ecosystem. Last month, Apple also urged the UK’s competition authority not to follow Brussels’ lead, as the CMA prepares measures against the market dominance of Apple and Google. “European regulators are creating a worse experience for citizens,” Joswiak said. “They weaken privacy, undermine innovation, and infringe intellectual property.”
Wider industry impact
Apple has already delayed its Apple Intelligence rollout in Europe. Pant noted that other tech firms have made similar decisions. Meta, the parent of Instagram and WhatsApp, postponed the launch of Threads in Europe for several months, citing compliance with strict EU data rules.
