A PYMNTS Company

EU Weighs Extending Digital Rules to Apple Maps and Ads

By  |  November 29, 2025

European Union antitrust officials are considering whether two additional Apple services should face tougher competition obligations, according to Reuters. Regulators are reviewing Apple Maps and Apple Ads to determine if they qualify as “gatekeepers” under the bloc’s Digital Markets Act (DMA), a law designed to curb the dominance of major technology companies and ensure more competitive choices for users.

    Get the Full Story

    Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required.

    yesSubscribe to our daily newsletter, PYMNTS Today.

    By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our Privacy Policy and Terms and Conditions.

    Apple has confirmed that both services now meet the DMA’s quantitative criteria — more than 45 million monthly active users and a market valuation above 75 billion euros — per Reuters. This triggers a formal assessment by the European Commission, which has 45 working days to determine whether the services will be brought under the same strict rules that already apply to Apple’s App Store, iOS, and Safari.

    The DMA imposes extensive obligations and restrictions on platforms designated as gatekeepers, with the aim of preventing unfair business practices and promoting market openness, according to Reuters.

    Related: South Korea Weighs Security Against Trade in Google Map Data Dispute

    In a response submitted on Friday, Apple argued that neither service should fall under the DMA’s gatekeeper regime. The company said Apple Ads remains a relatively minor player in the European online advertising sector, far behind competitors like Google, Meta, Microsoft, TikTok and X, per Reuters reporting. It also emphasized that the advertising business does not rely on data pulled from other Apple products or from outside services.

    Apple also contended that its mapping service has a significantly smaller user base in Europe than rivals such as Google Maps and Waze. The company stated that Apple Maps lacks the kind of intermediary role that would enable it to directly connect businesses and consumers in ways that raise competition concerns, according to Reuters.

    If the Commission decides to classify the two services as gatekeepers, Apple would have six months to comply with the DMA’s rules — marking another expansion of regulatory scrutiny on one of the world’s most influential technology firms.

    Source: Reuters