Gatekeeper Services: EU Examines Apple Maps and Apple Ads
Apple Maps and Apple Ads apparently now reach enough users in the EU to fall under stricter competition rules. Brussels is investigating, Apple disagrees.
(Image: Sebastian Trepesch / heise medien)
Apple could be classified as a gatekeeper for two more central products in the EU: Apple Maps and Apple Ads are now above the thresholds set by the Digital Markets Act (DMA), according to the manufacturer, as the EU Commission announced on Friday. Regulators must review and decide within 45 days whether to classify the two services as so-called "Core Platform Services" of the gatekeeper. If this happens, stricter competition rules with clear opening requirements will apply to Apple Maps and Apple Ads from mid-2026.
According to the EU Commission's definition, the thresholds for such gatekeeper services are 45 million monthly active end-users and 10,000 annual business users. Both refer to usage within the EU member states and must extend over at least the three preceding financial years.
Apple Resists Gatekeeper Classification
Apple has already objected to this possible classification of Apple Maps and Apple Ads as gatekeeper services. Both products have only limited use in the EU compared to the competition, the company stated. Apple Maps is only limited in its use for business customers, and Apple Ads has only a tiny share in the local advertising market. Data protection is also a focus for both services, the company emphasized. However, reports suggest that Apple is working on integrating advertising into Apple Maps. Recently, Apple's map service has been used for cross-promotion for the first time.
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With iOS, iPadOS, App Store, and Safari, several of the company's platforms and services are already subject to the Digital Markets Act rules. iMessage was originally also classified as a potential gatekeeper service, but was ultimately excluded by the EU. Apple's messaging service plays too small a role in communication between business customers and end-users in the EU, it was said at the time.
Forced Opening of iOS and iPadOS
However, Apple had to implement extensive openings in iOS and iPadOS and allow alternative marketplaces for the first time. The company is currently working on making the iPhone more compatible with products from other manufacturers as required. While implementation is underway, it is only being done reluctantly – and with many hurdles for developers. Apple has recently called for the DMA to be radically revised or abolished entirely. The law also remains a central point of contention in trade negotiations between the USA and the EU.
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