Apple Ads and Maps deemed likely gatekeepers by EU authorities; Apple rejects the conclusion

Apple

European Union regulators have said that two of Apple’s services — Apple Ads and Apple Maps — seem to satisfy the criteria required for gatekeeper designation under the Digital Markets Act (DMA). Apple, however, has argued that both services fall short of the influence and market reach needed for such a classification.

The European Commission said its review of Apple’s filings indicates that both services cross the DMA thresholds, which include more than 45 million monthly active users and a market valuation above €75 billion. A gatekeeper tag would bring tighter oversight and additional obligations aimed at ensuring open competition and providing consumers with easier switching between services.

The Commission now has 45 working days to determine whether to formally designate Apple Ads and Apple Maps. If either service receives the label, Apple will have six months to align the platforms with DMA compliance requirements.

Apple challenged the Commission’s preliminary view, saying it has already submitted formal rebuttals explaining why the two services should not be added to the gatekeeper list. Apple said its advertising business has a small footprint in Europe and does not meaningfully compete with dominant digital ad platforms run by companies like Google, Meta, Microsoft, TikTok and X.

The company also said Apple Maps is used far less frequently in the EU compared with rival mapping apps, including Google Maps and Waze, and therefore does not hold the market significance implied by the DMA thresholds.

Apple’s App Store, iOS operating system and Safari browser were previously declared gatekeepers two years ago, placing them under stricter EU regulatory obligations. A new designation for Ads and Maps would widen the scope of Apple services falling under DMA rules, potentially influencing how the company operates its ecosystem within the bloc.