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Apple is once again in the spotlight of the EU Commission. The company is required to fully adapt its App Store to the new Digital Markets Act (DMA) by June 22nd. Otherwise, it faces new financial sanctions. The first fine, amounting to €500 million, has already been imposed. The EU accuses Apple of placing excessive restrictions on developers – Apple disagrees.
It's actually about fair rules for digital markets. But what was intended as a step toward more competition is increasingly developing into a power struggle between regulators and one of the world's leading tech companies. Apple is trying to meet the requirements – but how much freedom is enough? And how much regulation is too much?
What the Digital Markets Act requires
The Digital Markets Act (DMA) is an EU law that obliges large platform operators like Apple to refrain from exploiting their dominant position. Developers should be able to communicate freely with users and inform them about alternative payment options outside the platform. Links to external websites must also be permitted – without additional hurdles or fees.
What Apple has changed
Apple has since introduced new rules. Developers are now allowed to include an external link in their app that redirects users to their own website. There, purchases can be made outside of the App Store. Apple requires that this link leads to a warning screen provided by Apple. Furthermore, no personal data may be transmitted via the URL. According to Apple, this is intended to protect user security and privacy.
Why the EU doesn't think this is enough
The EU Commission believes this implementation does not go far enough. In its published 67-page decision , it states that Apple continues to effectively hinder the free choice of payment methods. It is particularly critical of Apple's 27 percent commission on external purchases – barely better than the standard 30 percent in the App Store. The Commission also criticizes the technical implementation for discouraging users. The warning screen, the restrictions in the link structure, and the lack of direct communication about prices outside of the app are problematic.
Apple's view of things
Apple considers the criticism excessive. In a statement to 9to5Mac , the company speaks of constantly changing EU regulations and of solutions that were deliberately blocked. Apple emphasizes that it has been working on implementation for months, attempting to reconcile user-friendliness and data protection. The company sees the decision as a threat to innovation, competition, and product safety – and intends to appeal. It is particularly clear that Apple does not see itself as an opponent of the DMA, but rather as a company that wants to deal responsibly with new requirements without endangering users or platform quality.
What happens next
Apple has until June 22nd to correct its compliance. Otherwise, it faces new fines. The first fine of €500 million must be paid by July 23rd, otherwise interest will accrue. The Commission emphasizes that the current status does not meet the requirements of the law. Apple must therefore decide how far it will go with the EU – without completely abandoning its own platform. At the same time, the question arises whether regulation is really good if it forces companies to surrender their technologies without acknowledging the framework or efforts made.
Apple vs. EU: A dispute that goes deeper than technical issues
The dispute between Apple and the EU is a good example of how complex the regulation of global platforms is. Apple has demonstrably responded and introduced changes. Whether these are sufficient remains controversial. The EU remains firm, while Apple is holding its ground. Who is right here isn't a black-and-white question – it's about more than just technical details. It's also about principles: control, trust, innovation, and responsibility. (Image: Shutterstock / SashaMagic)
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