Apple has accused European regulators of unfairly targeting its closed ecosystem, claiming the EU denies users the “magical, innovative experience” that defines the company. “We face a serious threat in Europe,” Greg Joswiak said before unveiling Apple’s latest products and features. The company argues that its walled garden of hardware and software guarantees safety and quality, while EU officials counter that it blocks rivals and restricts fair competition.
Years of conflict and a record fine
Apple and Brussels have been in conflict for years over competition rules, culminating in April with a €500m fine for alleged anti-competitive practices in the App Store. The Digital Markets Act (DMA), introduced in 2022 and enforced in 2024, directly targets tech giants. For Apple, it requires iPhones to work with headphones from other manufacturers and forces the company to allow notifications from third-party smartwatches. It also obliges AirDrop to connect with non-Apple platforms. “This is good for consumers,” said Sébastien Pant of BEUC, a coalition of consumer groups. He stressed that users need more choice and less dependence on Apple’s ecosystem.
AirPods at the centre of resistance
Apple responded by showcasing its new products. The company launched the AirPods Pro 3 in the US with “Live Translation,” a feature that delivers real-time translations through earphones. However, Apple announced that European customers will not receive the product for now. According to the company, the feature relies on AirPods and iPhone microphones working together, and opening it up to other devices would require significant engineering changes to protect privacy, security and integrity. “They want to take away the magic,” Joswiak told reporters in Cupertino. “They want us to be like everyone else, not unique.”
Apple turns up the volume
Apple has generally avoided public fights with regulators, but it is now speaking out more openly, warning that EU rules harm users and developers. On Friday, the European Commission rejected Apple’s bid to overturn most obligations to open its iPhone ecosystem. Last month, Apple also warned the UK’s competition authority not to follow the EU model, as the CMA prepares steps against Apple and Google’s dominance. “European regulators are creating a worse experience for citizens,” Joswiak said. “They stifle innovation, harm privacy, and violate intellectual property.”
Wider industry impact
Apple already delayed its Apple Intelligence features in Europe. Other firms have also held back products, according to Pant. Meta, parent company of Instagram and WhatsApp, postponed launching Threads in Europe for several months to comply with strict EU data regulations.
