Apple criticizes Digital Markets Act impact on EU users

Apple released a comprehensive statement on September 24, 2025, outlining how the European Union's Digital Markets Act is negatively impacting the user experience for customers across the 27 EU member countries. The technology giant detailed specific concerns about feature delays, security vulnerabilities, and privacy threats that have emerged since the DMA became legally binding in March 2024.

According to Apple's statement, the DMA "is forcing us to make some concerning changes to how we design and deliver Apple products to our users in Europe." The regulation, introduced by the European Union in 2022, imposes specific obligations on companies designated as "gatekeepers" in digital markets.

Feature delays affecting EU customers

The most immediate impact involves significant delays to new features that Apple has already launched in other markets. Live Translation with AirPods, which uses Apple Intelligence for cross-language communication, faces technical challenges when adapting for non-Apple devices. According to Apple's announcement, "bringing a sophisticated feature like this to other devices creates challenges that take time to solve."

iPhone Mirroring represents another delayed capability. This feature allows users to interact with their iPhone directly from their Mac, providing seamless notification access and drag-and-drop photo transfers between devices. According to the statement, "Our teams still have not found a secure way to bring this feature to non-Apple devices without putting all the data on a user's iPhone at risk."

Maps features including Visited Places and Preferred Routes have also been postponed for EU users. These capabilities store location data directly on the device, ensuring user privacy. However, Apple explained that "our teams haven't found a way to share these capabilities with other developers without exposing our users' locations."

The European Commission has rejected Apple's proposed modifications to these features, according to the company's statement. Under the DMA, "it's illegal for us to share these features with Apple users until we bring them to other companies' products."

App marketplace changes create security concerns

The DMA's requirements for alternative app marketplaces and sideloading have introduced what Apple describes as increased risks for EU users. According to the statement, these changes mean "EU users now face multiple marketplaces, each with their own design, rules, and review standards."

Specific security concerns include exposure to malware disguised as games, fake banking applications designed to steal credentials, and third-party payment systems that may overcharge users. According to Apple, "The DMA's requirements make it more likely our EU users will be exposed to similar risks" that exist on other mobile platforms.

The company highlighted the appearance of previously prohibited content in alternative marketplaces. According to the announcement, "For the first time, pornography apps are available on iPhone from other marketplaces — apps we've never allowed on the App Store because of the risks they create, especially for children." The statement specifically mentioned Hot Tub, a pornography application announced by AltStore earlier in 2025.

Additionally, gambling applications have become available in regions where they are prohibited by law, according to Apple's documentation.

Privacy threats from data access requests

The DMA's interoperability requirements have enabled companies to request access to sensitive user data and core Apple technologies. According to the statement, "Apple is required to meet almost every request, even if they create serious risks for our users."

Apple detailed concerning data access requests it has received. One request seeks "the complete content of a user's notifications," which would include message content, emails, medical alerts, and other private information. According to Apple, this would reveal data that "currently, even Apple can't access."

Another request involves "the full history of Wi-Fi networks a user has joined." According to the statement, Wi-Fi history can reveal sensitive location information, allowing companies to track visits to hospitals, hotels, fertility clinics, or courthouses.

Apple noted that "our teams have explained these risks to the European Commission, but so far, they haven't accepted privacy and security concerns as valid reasons to turn a request down."

Regulatory compliance challenges

The company expressed frustration with the European Commission's interpretation of DMA requirements. According to Apple's statement, "the European Commission's interpretation of the rules is constantly changing. And that makes it nearly impossible for companies to know how to comply."

The regulatory framework requires companies to implement changes before courts can review disputed requirements, a process that "can take months or years." According to Apple, this creates situations where "irreversible harm to users" may occur.

Apple also criticized the DMA's selective application. According to the statement, "The DMA's rules only apply to Apple, even though Samsung is the smartphone market leader in Europe, and Chinese companies are growing fast."

Commission response and enforcement context

European Commission spokesperson Thomas Regnier responded to Apple's statement via LinkedIn, stating, "We have received and we are not surprised by Apple's lobbying paper to repeal the DMA." Regnier noted that "Apple has contested everything in the DMA since its entry into application."

The Commission has previously taken enforcement action against Apple. On Tech giants hit with €700 million in fines for DMA violations in April 2025, Apple received a €500 million fine for violating anti-steering obligations under the DMA.

Regnier emphasized that the Commission has "positively engaged with Apple, even specifying how they could comply with the interoperability obligation." However, he noted that Apple's response after two months was to "ask us to scrap everything."

Impact on marketing and digital advertising

The regulatory changes have significant implications for the marketing community operating in the European Union. Apple expands EU app store alternatives with new installation features announced in June 2025 created new opportunities for user acquisition strategies that bypass traditional app store commission structures.

Marketing professionals now face a fragmented ecosystem where Apple revises App Store rules for EU: external purchase links expanded allows developers to promote external purchasing options directly within applications. These changes enable integrated marketing campaigns that direct users between different purchasing environments.

The DMA's implementation has created operational complexities for marketers who previously relied on unified platform experiences. Alternative app marketplaces each maintain distinct review standards, design requirements, and promotional policies. Marketing teams must now develop separate strategies for each marketplace while ensuring compliance with varying regulatory requirements.

Digital advertising strategies face particular challenges following Meta challenges commission decision on digital Markets Act compliance in July 2025. Meta's forced adoption of less personalized advertising options has reduced targeting effectiveness for European campaigns.

Developer compliance requirements

The DMA has imposed additional verification requirements on app developers operating in the European Union. App developers face February deadline for EU digital compliance verification required developers to declare trader status by February 17, 2025, or face removal from EU marketplaces.

These compliance measures stem from the broader EU Digital Services Act brings new requirements for app store developers which mandates transparency in business entity verification for digital marketplace operators.

Ongoing regulatory developments

Apple's September 24 statement reflects broader tensions between technology companies and European regulators over digital market governance. The company has made multiple adjustments to its European operations, including Apple announces significant changes to Browser Choice Screen for EU Users announced in August 2024.

Digital competition expert outlines four key priority areas for 2025-2026 indicates that the European Commission's first formal review of the DMA launched in July 2025, with public consultation open until September 24, 2025.

According to Apple's statement, "teams across Apple are spending thousands of hours to bring new features to the European Union while meeting the law's requirements." However, the company emphasized that "it's become clear that we can't solve every problem the DMA creates."

The statement concluded with Apple urging "regulators to take a closer look at how the law is affecting the EU citizens who use Apple products every day." The company maintained its position that "our users in Europe deserve the best experience on our technology, at the same standard we provide in the rest of the world."

Timeline

• March 2024: Digital Markets Act obligations become legally binding for designated gatekeepers
• April 2025: European Commission fines Apple €500 million for DMA violations
• June 2025: Apple expands EU app store alternatives with new installation features
• July 2025: Meta formally appeals Commission decision on DMA compliance
• August 2024: Apple announces significant changes to Browser Choice Screen for EU users
• August 2024: Apple revises App Store rules allowing external purchase links in EU
• September 24, 2025: Apple releases comprehensive statement criticizing DMA implementation and impacts on EU users

Summary

Who: Apple Inc., the technology giant behind iPhone, iPad, and other consumer devices, along with European Commission regulators and EU users in 27 member countries.

What: Apple released a detailed statement criticizing the European Union's Digital Markets Act implementation, outlining how the regulation creates feature delays, security risks, and privacy threats for European users while forcing changes to the company's integrated ecosystem approach.

When: September 24, 2025, marking more than one year since the DMA became legally binding for designated gatekeeper companies in March 2024.

Where: European Union's 27 member countries, where the Digital Markets Act applies specifically to companies designated as gatekeepers in digital markets.

Why: Apple argues the DMA undermines user experience and security while failing to achieve its stated goals of promoting competition and consumer choice, instead creating complexity and reducing innovation in the European market.