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Apple Faces New EU Ultimatum Over Digital Markets Act Violations

By  |  June 16, 2025

Apple is once again in the crosshairs of the European Union’s antitrust authorities, with regulators signaling that the company could soon face further enforcement action unless it addresses outstanding concerns tied to the Digital Markets Act (DMA), according to Bloomberg.

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    Sources familiar with the matter told Bloomberg that EU officials are preparing to issue an ultimatum if Apple does not comply with the bloc’s requirements by June 26. The key issue centers on the tech giant’s alleged failure to allow app developers to inform users about alternative purchasing options outside the App Store — often at lower prices.

    The potential penalties are steep. If Apple remains in breach of the DMA, it could face fines amounting to as much as 5% of its average daily global revenue for each day it remains non-compliant, per Bloomberg. However, there remains a possibility for Apple to avert further sanctions if it can provide a satisfactory proposal to the European Commission in the coming days.

    This warning comes in the wake of a €500 million ($579 million) fine imposed on Apple in April, a decision that was handed down on the same day Meta Platforms Inc. was fined €200 million for issues relating to its “pay or consent” model on Facebook and Instagram. Both companies were found to have violated the DMA’s strict framework, which governs the conduct of major digital platforms.

    Source: Meta, Apple Launch Legal Challenges to EU DMA Rulings

    Apple has strongly pushed back against the EU’s approach. In a statement, a spokesperson for the company criticized the shifting nature of regulatory demands, claiming the Commission “keeps moving the goalposts” in terms of what constitutes compliance. The spokesperson added that Apple is investing “hundreds of thousands of hours” to meet the evolving requirements set by the bloc.

    Despite the tension, the European Commission remains firm. While declining to comment on the specific steps it may take next, a spokesperson said the Commission retains broad powers to enforce the DMA should Apple fail to fulfill its obligations.

    This latest dispute adds to Apple’s growing list of regulatory challenges in Europe. In 2023, the firm was hit with a €1.8 billion fine over practices that allegedly hindered music-streaming competitors. Meanwhile, regulators across the bloc have also brought actions against other U.S. tech giants. Google, for instance, has faced more than $8 billion in fines, while Amazon and Microsoft have been subject to investigations and required changes to their business models under EU competition rules.

    Source: Bloomberg