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

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.

EU’s initial assessment

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.