EU reviews Apple Ads and Maps under strict digital rules

Published: 28 November 2025 Friday. The English Chronicle Desk. The English Chronicle Online

EU antitrust regulators will examine whether Apple’s Apple Ads and Apple Maps should be subject to the stringent requirements of the bloc’s Digital Markets Act (DMA) after both services met key criteria. The U.S. tech giant, however, argues that they should be exempt.

Apple’s App Store, iOS operating system, and Safari web browser were already designated as core platform services under the DMA two years ago. The rules aim to curb the power of Big Tech and open markets for competitors, giving consumers more choice.

The European Commission confirmed that Apple has notified it that both Apple Ads and Apple Maps meet the thresholds for consideration as “gatekeepers.” The DMA defines gatekeepers as companies with services having more than 45 million monthly active users and a market capitalization exceeding 75 billion euros ($79 billion). Gatekeepers are subject to a set of prescribed “dos and don’ts.”

The Commission has 45 working days to decide whether to formally designate Apple Ads and Apple Maps under the DMA, after which Apple would have six months to comply. Apple, however, has submitted official rebuttals to the EU competition authority.

Apple claims that Apple Ads holds a minimal market share in the EU compared to rivals such as Google, Meta, Microsoft, TikTok, and X, and does not utilize data from other Apple or third-party services. Regarding Apple Maps, the company states that its usage in the EU is limited compared to Google Maps and Waze, and it lacks key intermediation functions that would connect businesses and end-users directly.

The EU review reflects the increasing scrutiny Big Tech faces globally as regulators aim to create a fairer digital marketplace. Analysts suggest that the decision could have broader implications for Apple’s future expansion in Europe and its compliance obligations across multiple services.

Apple has consistently maintained that its approach prioritizes user privacy while fostering competition and choice, asserting that neither Ads nor Maps constitutes a significant intermediary service in the EU market. The European Commission’s final decision will set a precedent for how digital services beyond traditional core platforms are treated under the DMA.

As regulators assess the situation, industry observers note that the outcome may influence not only Apple but also other tech companies that operate multiple digital services spanning advertising, mapping, and platform-based operations.

The EU’s decision will likely be closely watched by the global tech industry, as the bloc continues to lead the way in implementing regulatory frameworks to manage the power of major technology companies, balancing innovation with fair market access.