Apple Challenges EU Gatekeeper Designation for Ads and Maps

The European Commission suggests that Apple Ads and Apple Maps could be designated as 'gatekeepers' under the Digital Markets Act. Apple disputes this, arguing that its ads service holds minimal market share. The Commission will decide within 45 days, and Apple will then have six months to comply if designated.

The European Commission has indicated that Apple's services, Apple Ads and Apple Maps, may fulfill the criteria of 'gatekeepers' as per the Digital Markets Act (DMA). If confirmed, Apple would need to adhere to stringent content moderation rules outlined by the DMA, aimed at fostering fair competition and facilitating consumer choice.

Notably, the DMA categorizes entities with over 45 million active users or 75 billion euros in market capitalization as gatekeepers. These entities offer core platform services crucial for business users. Apple's notification to the EU implied these thresholds had been met, setting a 45-day deadline for a final decision from the Commission.

Apple has contested the predesignation notice, arguing that its Apple Ads service has a minimal market share in online advertising within the EU, especially compared to competitors like Google and Meta. The firm has expressed a willingness to present further evidence to the European Commission to challenge the prospective designation.

(With inputs from agencies.)