Apple has accused European regulators of unfairly attacking its closed ecosystem, insisting the EU denies users the “magical, innovative experience” that defines the company. “We face a serious threat in Europe,” Greg Joswiak said ahead of Apple’s latest product launches. Apple argues its tightly controlled mix of hardware and software guarantees safety and quality, while EU regulators counter that it shuts out competitors and restricts fair competition.
Years of tension bring major penalty
Apple’s disputes with Brussels have dragged on for years, culminating in April with a €500m fine for alleged anti-competitive practices in its App Store. The Digital Markets Act (DMA), passed in 2022 and enforced from 2024, targets powerful tech firms. For Apple, the law requires iPhones to work with headphones from other manufacturers, allow notifications from third-party smartwatches, and open AirDrop to external platforms. “This benefits consumers,” said Sébastien Pant of BEUC, a network of consumer organisations. He argued that the reforms address long-standing problems and give users more choice.
AirPods reveal Apple’s resistance
Apple points to its innovation with the AirPods Pro 3, launched last week in the US. The earphones include “Live Translation,” offering real-time translations through the device. But Apple confirmed the product will not reach Europe for now. The company explained that the feature depends on AirPods and iPhone microphones working together, and adapting it for third-party devices would require heavy engineering to protect privacy, security and integrity. “They want to take away the magic,” Joswiak said in Cupertino. “They want us to be like everyone else, not different.”
Louder criticism from Cupertino
Apple has usually kept its disputes with regulators behind closed doors, but it is now speaking out, arguing that EU rules hurt users and developers. On Friday, the European Commission dismissed Apple’s effort to remove most obligations to open its iPhone ecosystem. Last month, Apple also urged the UK’s competition authority not to copy Brussels’ model, as the CMA prepares measures to loosen the grip of Apple and Google. “European regulators are creating a worse experience for citizens,” Joswiak said. “They undermine innovation, threaten privacy, and violate intellectual property.”
Wider industry delays
Apple has already postponed its Apple Intelligence features in Europe, and Pant noted that other companies have taken similar steps. Meta, the parent of Instagram and WhatsApp, delayed the launch of Threads in Europe for several months to comply with strict EU data rules.
