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Apple vs EU: – What’s Going On?

There’s been a lot going on in the tech world lately – especially for Apple. They just barely made a major EU deadline to comply with a new law called the Digital Markets Act (DMA). And it’s not just Apple – other tech giants are also under pressure. So what’s it all about, why does it matter, and what can business leaders learn from this?

Here’s a quick, simple breakdown 👇

What is the Digital Markets Act (DMA)?

The DMA is a new EU law that came into effect in 2023. It targets the biggest tech platforms – also called “gatekeepers” – like Apple, Google, Meta, and Amazon.

The goal?
To:

• Stop self-preferencing (like Apple pushing only its own payment tools)
• Open up the market to more competition
• Give users more choice

What Has Apple Done (or Not Done)?

Earlier this year, Apple got hit with:

• A €500 million fine for blocking app developers from linking to external payments.
• A June 26, 2025 deadline to fix it – or face daily fines of up to 5% of global turnover (!)

What did Apple do?
They made some last-minute changes to the App Store:

✅ Developers can now link to external payment systems
✅ New commission tiers:

• 5–15% for using third-party systems
• 13–20% if sticking with Apple’s tools
  ✅ A plan to allow alternative app stores in iOS
  ✅ New APIs and data-sharing features in the works

How Are Other Tech Giants Reacting?

Apple’s not alone. Here’s what’s going on with the other “gatekeepers”:

Meta (Facebook, Instagram, WhatsApp)

• Fined for its “pay or consent” ad model.
• EU says their fix isn’t good enough – they could face daily fines too.
• Meta is appealing the classification of platforms like Messenger as gatekeepers.

Google

• Under fire for how it favors its own services in search results (hotels, flights, shopping).
• Google has proposed:
  • New search choice screens
  • More visibility for competitors
• But nothing’s finalized yet – EU wants more input by early July.

Microsoft

• Now lets users in the EU uninstall Edge and Bing from Windows.
• Working on opening up APIs to competitors.

Amazon & TikTok

• Amazon must stop using private seller data to benefit its own listings.
• TikTok launched a data portability API but is appealing its gatekeeper status.

What About Politics?

• The DMA has stirred tension between the US and EU
• The US (especially under Trump) sees it as a “digital trade barrier”
• EU leaders say they won’t compromise on digital sovereignty

So yeah – this is bigger than just tech. It’s global politics.

What Should Business Leaders Do Right Now?

Whether you run a big company or a fast-growing platform, here’s what you should be thinking about:

1. Review Your Platform Dependencies

• Do you rely on Apple, Google or Meta?
• Can you adjust for new fees or distribution methods?

2. Plan for External Payments

• Consider how you could boost revenue with non-App Store payments.

3. Get Interoperability Ready

• Can your users export/import their data easily?
• Do you have the right APIs in place?

4. Follow Global Regulation Trends

• The DMA will likely inspire similar laws in the UK, US, India, and beyond.

5. Prepare for Political Risk

• If you operate across borders, be aware of regulation as a risk factor.

6. Communicate Clearly

• Be transparent with users about changes – and highlight the benefits.

The Takeaway

Apple just barely met the deadline – and the EU isn’t done yet.
Other tech giants are facing similar scrutiny.
And the whole world is watching.

If you’re a business leader, this is the time to:

• Be proactive
• Adapt your strategy
• And see this shift as a chance to build a more open and user-friendly digital future.