The technology giant Apple is once again facing regulatory pressure from Europe. This time, the focus isn't on the App Store or iOS, but on services like Apple TV and the Siri voice assistant. Major European broadcasters are demanding that these offerings be classified as so-called gatekeepers under the Digital Markets Act (DMA). This would subject Apple to stricter competition rules.
For years, the European Union has been trying to limit the market power of large technology companies. The Digital Markets Act created an instrument to more strictly regulate particularly influential platforms. Companies considered gatekeepers must meet certain requirements to ensure fair competition.
While Apple is already under scrutiny in connection with the App Store, the discussion is now shifting to new areas. Smart TVs and virtual assistants are increasingly becoming central access points for content. This is precisely where the broadcasters' current demand comes in (via Reuters).
Broadcasting associations are calling for a gatekeeper classification
A group of European commercial broadcasters has officially called on the European Commission to extend the strictest DMA rules to smart TV platforms and virtual assistants. The Association of Commercial Television and Video on Demand Services in Europe (ACT) is at the heart of this effort.
ACT represents numerous major media companies, including Canal+, RTL, Mediaset, ITV, Paramount+, NBCUniversal, Walt Disney, Warner Bros. Discovery, Sky, and the TF1 Group. Some of these companies work or have worked closely with Apple, for example through content partnerships for Apple TV.
In addition, the letter to the EU Commission was supported by several other organizations, including:
- Association of European Radios
- European Broadcasting Union
- European Association of Television and Radio Sales Houses
- Confindustria Radio Televisioni
- Televisión Commercial en Abierto
- Association of Austrian Private Broadcasters
The letter was addressed to EU Competition Commissioner Teresa Ribera.
Criticism of Apple and other tech companies
The broadcasters argue that large platform operators such as Apple, Google, Amazon and Samsung are increasingly gaining control over access to content.
Specifically, it states that a limited number of companies can now influence which content reaches millions of users. This control affects both the discoverability and the distribution of media content.
ACT emphasizes that it is crucial to classify major TV operating systems as gatekeepers. Only in this way can competition and fairness be maintained in the market.
Another point of criticism concerns the structure of closed ecosystems. According to the broadcasters, companies like Apple might have an interest in keeping users within their own platform. Links or redirects to external services could be restricted technically or contractually. This argument closely resembles the well-known criticism of the App Store.
Apple TV and Siri are the focus of regulation
The demands focus particularly on Apple TV and the voice assistant Siri. Both services are seen as potential gatekeepers, as they act as interfaces between users and content.
This isn't just about smart TVs. ACT explicitly points out that virtual assistants also play a key role. Besides Siri, other systems like Amazon Alexa are also mentioned.
Additionally, reference is made to new developments in the field of artificial intelligence. For example, OpenAI has entered this area with a beta function called "Tasks" for its chatbot ChatGPT.
Regulatory gap for virtual assistants
A key point of criticism is that virtual assistants have not yet been classified as gatekeepers under the DMA. According to ACT, this creates a regulatory gap.
This loophole allows powerful AI and voice assistants to effectively act as gatekeepers without being subject to the corresponding obligations. This particularly affects access to media content via:
- smartphones
- Smart Speaker
- Infotainment systems in cars
Broadcasters see this as a growing risk to competition, as these systems increasingly serve as central access points for content.
Apple's previous position in the DMA context
Apple has been in intensive discussions with the EU for some time regarding the implementation of the Digital Markets Act. The rules surrounding the App Store are a particular focus. The latest round of proposed changes has been under review for almost a year.
At the same time, Apple recently achieved a success. Services like Apple Maps and the company's advertising offerings were not classified as gatekeepers. The reason given was their comparatively low usage and limited market impact in Europe.
New front in the EU dispute over Apple
The demand from European broadcasters shows that the regulation of digital platforms is evolving. While app stores have been the main focus so far, smart TVs and virtual assistants are now also coming into focus.
For Apple, this means a potential expansion of regulatory requirements. Should the EU Commission follow the broadcasters' arguments, Apple TV and Siri could be subject to stricter rules in the future.
This would place Apple's influence on the distribution of digital content even more firmly at the center of European competition policy. (Image: Shutterstock / Solarisys)
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