EU Says Apple Ads and Apple Maps Likely Qualify as Gatekeepers Under Digital Markets Act
The European Commission announced on Friday that Apple’s Apple Ads and Apple Maps platforms likely meet the criteria to be designated as “gatekeepers” under the Digital Markets Act, a move the tech giant has firmly contested. The designation would subject Apple to additional regulatory obligations aimed at ensuring fair competition and greater consumer choice across digital markets.
Under the DMA, companies with more than 45 million monthly active users and a market capitalization exceeding 75 billion euros are classified as gatekeepers if they offer essential platform services used by businesses to reach consumers. According to the Commission, Apple’s own notifications indicate that Apple Ads and Apple Maps meet the required thresholds, setting the stage for a possible expansion of regulatory oversight.
Gatekeepers are required to follow strict rules related to content moderation, interoperability, and transparency. These rules are designed to prevent dominant digital platforms from engaging in anti-competitive practices and to ensure that smaller businesses can access users without unfair restrictions. The Commission now has 45 working days to make a final decision on whether to formally designate these Apple services as gatekeepers.
Apple quickly responded to the announcement, stating that it had filed official rebuttals arguing that neither Apple Ads nor Apple Maps should fall under the DMA’s definition of gatekeeper. In its statement, the company emphasized that its advertising service holds a very small share of the EU online advertising market compared to industry leaders such as Google, Meta, Microsoft, TikTok and X.
Apple also argued that Apple Maps has limited usage in the European Union, especially when compared with major competitors like Google Maps and Waze. The company maintains that its mapping and advertising platforms do not meet the functional impact or scale typically associated with digital gatekeepers.
Two years earlier, the EU classified Apple’s App Store, iOS operating system and Safari browser as core platform services under the DMA, identifying them as key gateways through which businesses reach consumers. If Apple Ads and Maps receive the same designation, the company will have six months to comply with additional regulatory requirements.
The potential expansion of Apple’s gatekeeper status marks another chapter in the EU’s ongoing effort to regulate major tech companies and promote competitive digital ecosystems. As the Commission evaluates Apple’s objections, the outcome will play a significant role in shaping Apple’s regulatory obligations across Europe.
