For many years, Apple has been synonymous with ease of use, sophisticated design, and high security. Especially in Europe, millions of people rely on iPhones, iPads, Macs, and other devices because they trust the brand. However, with the European Union's Digital Markets Act (DMA) coming into force in 2022, Apple faces new regulations. These regulations are changing the way products work and directly impacting the user experience. The idea behind the DMA is to create more competition and choice. The reality, however, is more complicated: Some innovations are being delayed, security is under pressure, and the familiar Apple experience is becoming more fragmented.
Since launching the App Store in 2008, Apple has pursued a clear goal: to provide a platform that is secure for users and attractive for developers. Over the years, it has evolved into one of the most vibrant and successful digital marketplaces in the world. Users choose Apple products because they are intuitive and protect privacy. Developers, in turn, rely on Apple for global success. This model has worked just as well in Europe as it has globally. However, the DMA changes a lot. Apple is forced to postpone features, relax security standards, and potentially make user data more openly accessible. This is leading to changes that are already being felt in the EU—and could become even more noticeable in the future.
What is the Digital Markets Act?
The Digital Markets Act is an EU regulation that has been in force since 2022. It targets large technology companies and requires them to open up certain technologies and interfaces to other providers. The goal is to prevent monopolies and create more choice for consumers. In practice, this means that functions must not only run on Apple products but also be compatible with third-party devices. This has profound consequences for Apple – from app downloads and payment systems to how devices like the iPhone and Mac work together.
Delayed functions in Europe
The DMA forces Apple to delay the release of certain innovations until they are also available on other platforms. As a result, some features may not be released in the EU until later or not at all.
- One example is Live Translation with AirPods, which is part of Apple's new Intelligence features. Real-time translation runs directly on the device to ensure privacy. Transferring this complex technology to third-party devices is complex, which is why the feature is not yet available in Europe.
- iPhone Mirroring, which allows you to mirror and control your iPhone on your Mac, has also been postponed. Apple currently sees no safe way to share this feature with non-Apple products without compromising user data.
- In addition, the "Visited Places" and "Favorite Routes" features in Apple Maps have been moved. Both store sensitive location data locally on the device. Sharing it with third parties would be highly risky, which is why Apple is not currently offering them in Europe.
Apple submitted proposals to the European Commission on how to protect data. These proposals were rejected. As long as the features aren't compatible with other products, they may not be offered. Violation would result in fines and, in the worst case, a sales ban in the EU.
New risks with apps and payments
The App Store has traditionally been a central hub where every app was reviewed and rated according to established standards. The DMA obligates Apple to allow other channels as well:
- Apps can be installed directly via sideloading, and there are alternative app marketplaces and third-party payment systems. This offers more freedom, but also more risks. Other platforms often feature fake banking apps, malware, hidden fees, and a lack of buyer protection. Such risks are now also possible on Apple devices in Europe.
- Another problem is the fragmentation of the user experience. Instead of a central, trusted source for apps, there are multiple marketplaces with their own designs, rules, and review procedures. This makes it more difficult to determine where an app originates and which protection mechanisms are in place.
In addition, content that Apple has previously deliberately excluded is becoming available. Pornography apps like Hot Tub and gambling apps are accessible for the first time on iPhones in Europe, even in regions where they are legally prohibited.
Data protection under pressure
The DMA's implications for data protection are particularly serious. Apple is obligated to grant other companies access to key functions and user data. Even sensitive areas are in focus:
- There are applications to access the entire content of notifications – including messages, emails, and medical alerts. Third-party providers are also requesting Wi-Fi history, which allows for location information. This could be used to determine whether a user has visited certain locations, such as hospitals or hotels.
Apple has repeatedly emphasized that these access requests pose a significant risk. However, so far, the European Commission has not recognized data protection concerns as sufficient grounds to reject such requests.
Does the DMA achieve its goal?
Officially, the DMA is intended to strengthen competition and increase consumer choice. But for Apple users in Europe, the consequences so far have been different:
- The choice is shrinking because features are delayed or unavailable. Innovations reach the EU later than other regions. Furthermore, the differences between Apple and other platforms are blurring. iOS is becoming more similar to Android, reducing diversity.
- Another problem is unfair competition. While Apple is subject to strict rules, these do not apply to the same extent to other major manufacturers such as Samsung or Chinese suppliers. In addition, the European Commission regularly changes its interpretation of the rules. Companies must implement adjustments immediately, even while legal proceedings are still ongoing. Penalties for violations can be significant and often appear arbitrary.
How the DMA is changing the Apple experience in Europe
More than a year after the introduction of the Digital Markets Act, it's clear that the regulation is worsening the user experience. Innovations are coming later, risks are increasing, and the familiar simplicity of the Apple ecosystem is disappearing. For European markets, the DMA doesn't strengthen markets, but rather creates additional hurdles. Successful companies are using the rules to secure their own advantages – for example, by accessing European citizens' data or using Apple's technologies for free. While Apple continues to invest enormous resources to comply with the regulations and bring features to Europe, it's clear that not all problems can be solved. Regulators are therefore being called upon to take a closer look at the impact on the people who use Apple products every day. The goal remains to offer European users the same quality that is standard worldwide. (Image: Shutterstock / kovop)
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