Apple has accused European regulators of unfairly targeting its closed ecosystem, claiming the EU denies users the “magical, innovative experience” that makes the company unique. “We face a serious threat in Europe,” Greg Joswiak said during the presentation of Apple’s latest products and features. The company argues its tightly integrated hardware and software ensure safety and quality, but EU officials counter that this model locks out competitors and reduces fair competition.
Years of conflict lead to huge fine
Apple’s battles with Brussels have lasted for years, culminating 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 since 2024, directly targets powerful tech firms. For Apple, it requires iPhones to work with headphones from other brands, accept notifications from non-Apple smartwatches, and open AirDrop to third-party platforms. “This is good news for consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy groups. He argued that the legislation tackles Apple’s walled garden and expands digital choice.
New AirPods highlight resistance
Apple has pointed to its innovation with the AirPods Pro 3, launched last week in the US. The earphones feature “Live Translation,” offering users instant translations through the device. However, Apple confirmed that the product will not launch in Europe yet. The company explained that the function relies on AirPods and iPhone microphones working together, and opening it to third-party devices would require extensive engineering to safeguard privacy, security and integrity. “They want to take away the magic,” Joswiak told reporters in Cupertino. “They want us to be like every other company, not special.”
Stronger public stance
Apple has generally avoided public disputes with regulators but is now raising its voice, warning that EU-style rules harm users and developers. On Friday, the European Commission rejected Apple’s effort to remove most obligations to open its iPhone ecosystem. Last month, Apple also urged the UK’s competition authority not to copy Brussels’ approach, as the CMA pushes ahead with measures to loosen the dominance of Apple and Google. “European regulators are creating a worse experience for citizens,” Joswiak said. “They undermine innovation, harm privacy, and infringe intellectual property.”
Other companies slow EU launches
Apple has already delayed its Apple Intelligence rollout in Europe. Pant noted that other tech giants have taken similar steps. Meta, the owner of Instagram and WhatsApp, postponed the launch of Threads in Europe for several months, citing compliance with strict EU data rules.
