The European Commission has determined that Apple’s Apple Ads and Apple Maps services will not be designated as “gatekeepers” under the European Union’s Digital Markets Act (DMA). The decision, announced today, , follows Apple’s notification of these services on , and a subsequent review of arguments presented by the company.
The DMA, designed to foster competition in digital markets, targets large platforms that act as crucial intermediaries between businesses and consumers. Designation as a gatekeeper subjects companies to a set of obligations aimed at preventing anti-competitive practices. The Commission’s assessment concluded that neither Apple Ads nor Apple Maps currently meet the criteria to be considered such a critical gateway.
According to the European Commission, the decision is based on the relatively limited scale and usage of both services within the EU. Specifically, Apple Maps has a “relatively low overall usage rate” and Apple Ads has “very limited scale in the online advertising sector.” This means that, unlike other Apple services already designated as gatekeepers in and , these two platforms do not currently exert sufficient control over access to end users for business users to warrant the stricter regulations imposed by the DMA.
The Commission’s investigation began in late after Apple submitted arguments explaining why it believed the services should not qualify as important gateways. Apple argued that its services did not meet the threshold for gatekeeper status, and the Commission’s review supported that position.
It’s important to note that this decision does not affect Apple’s overall gatekeeper designation under the DMA. The company remains subject to the Act’s regulations for its other core platform services. The Commission clarified that it will continue to monitor market developments related to Apple Ads and Apple Maps, and may revisit its assessment if substantial changes occur.
The timing of this decision is particularly noteworthy given Apple’s reported plans to integrate advertising into Apple Maps search results, potentially as early as this year. While the Commission’s current assessment focuses on the existing scale of Apple Ads, the introduction of advertising within Maps could alter the landscape and potentially draw future scrutiny. This move, as reported by MacRumors, suggests Apple is actively seeking to expand its advertising reach within its ecosystem.
The DMA aims to prevent large tech companies from leveraging their market power to stifle competition. The Act focuses on core platform services, including online intermediation services (like app stores) and online advertising services. By not designating Apple Maps and Apple Ads, the Commission is signaling that these services, in their current form, do not pose the same level of competitive risk as other Apple platforms.
The regulatory context is significant. The EU’s Digital Markets Act represents a stringent legal framework designed to regulate the dominance of major tech corporations and foster a more competitive digital landscape. The Commission’s decision highlights the nuanced approach being taken in applying the DMA, with assessments tailored to the specific characteristics and market impact of each service.
While Apple Ads and Apple Maps avoid gatekeeper designation for now, the situation remains dynamic. The Commission’s commitment to ongoing monitoring suggests that these services will remain under observation, particularly as Apple explores new revenue streams through advertising within its applications. The non-confidential version of the Commission’s decision will be published on its DMA website.
