Apple Maps Under Fire as EU Ramps Up New DMA Review
The European Union has launched a fresh review into whether Apple Maps and Apple Ads should be classified as gatekeepers under the Digital Markets Act (DMA), raising major questions that users are actively searching for today. Many want to know what the investigation means, how DMA rules could reshape Apple’s services, and whether this could force changes across iOS in Europe. Within the first stage of the review, regulators have confirmed that both Apple Maps and Apple Ads meet the required user thresholds, triggering the next steps of the process. For Apple, this marks the latest regulatory challenge after the App Store, iOS, and Safari were designated two years ago.
EU Targets Apple Maps and Apple Ads Amid Growing Pressure
The renewed scrutiny follows the EU’s expanding enforcement strategy under the DMA, which aims to prevent tech giants from self-preferencing and to boost competition. With more than 45 million monthly active EU users and a market valuation above €75 billion, any platform inside Apple’s ecosystem that crosses this line is subject to a deeper review. That threshold already placed the App Store, Safari, and iOS under strict obligations such as supporting third-party app marketplaces and alternative payments. Now, regulators want to determine whether Apple Maps and Apple Ads operate with similar influence.
Apple Maps Meets the Threshold—Now the Clock Is Ticking
The European Commission says both services satisfy the criteria that automatically trigger a review period. Under EU rules, regulators now have 45 working days to decide whether Apple Maps or Apple Ads should be formally designated as gatekeepers. If confirmed, Apple would then have six months to bring those services into full DMA compliance. Such measures could force Apple to open up access, adjust data flows, or alter internal integrations across its platforms. For users and developers, the decision could reshape how Maps and Apple’s advertising network function within the EU.
Apple Pushes Back: “Minimal Share” in EU Advertising Market
Apple has already filed official rebuttals arguing that neither service should qualify. According to the company, Apple Ads represents only a “minimal share” of Europe’s online advertising market—especially compared to giants like Google, Meta, TikTok, Microsoft, and X. Apple insists its ad platform doesn’t rely on cross-service data advantages or wield the level of market power the DMA is designed to regulate. This marks a familiar strategy, echoing Apple’s past arguments during the App Store’s designation process.
Apple Maps Defense: Limited Usage Compared to Google Maps and Waze
The company is standing firm on its position regarding Apple Maps, too. Apple claims Maps has “very limited usage” in the EU and does not serve as a key intermediary between businesses and consumers. In Apple’s view, the service lacks the scale and influence of Google Maps or Waze, both of which dominate navigation, local search, and real-time traffic features across Europe. Because of this, Apple argues that Maps does not create the “critical intermediation functionality” that typically defines a gatekeeper platform.
If Apple Ads Is Labeled a Gatekeeper, Big Changes Could Follow
A gatekeeper designation for Apple Ads could carry meaningful consequences. Under DMA rules, Apple might be required to loosen restrictions it has introduced over recent years—especially those tied to tracking transparency and personalized advertising. Regulators could also demand greater interoperability, new disclosures, or limits on how Apple ranks or displays ads across its services. These changes could ripple beyond advertising, potentially altering the user experience and business model for European developers who rely on Apple’s ad network.
What Comes Next: A Timeline That Will Shape Apple’s EU Future
As regulators progress through the 45-day review window, both Apple and its competitors will be watching the outcome closely. If Maps or Apple Ads is designated, the next six months will become a critical period of negotiation, engineering changes, and compliance adjustments. The decision could mark another turning point in how Apple operates within Europe—potentially influencing future updates to iOS, business integrations, and app ecosystem policies. For now, the spotlight remains firmly on Brussels as the DMA’s next major enforcement wave begins.
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