EU Investigates Apple Ads and Apple Maps Under DMA — Apple Rejects Gatekeeper Label

EU Reviews Apple Ads and Apple Maps Under Tough Digital Rules — Apple Firmly Says No

On 28 November 2025, the European Union launched a formal review to assess whether Apple Ads and Apple Maps should be designated as “gatekeeper services” under the Digital Markets Act (DMA). This marks the EU’s latest move to expand oversight of major tech platforms, while Apple strongly argues that neither service meets the criteria for such a designation.

The process began after Apple officially notified the European Commission that both services had crossed key DMA quantitative thresholds — including over 45 million monthly active users in the EU and sufficient market valuation. These thresholds require the Commission to open a review, though they do not automatically make a service a gatekeeper.

The Commission now has 45 working days to determine whether Apple Ads and Apple Maps should be formally designated. If the services do receive the gatekeeper label, Apple will have six months to comply with DMA obligations. Companies that fail to meet DMA rules can face penalties of up to 10–20% of global annual revenue, among the highest fines in EU regulatory history.

Apple responded firmly, stating that Apple Ads remains a small player in Europe’s digital advertising landscape, especially compared to Google, Meta, TikTok and Microsoft. The company argues that Apple Ads does not combine user data across services for targeted advertising — a key factor used to identify dominant intermediaries.

Regarding Apple Maps, Apple emphasized that despite significant user numbers, the service does not act as a critical gateway between consumers and businesses. Apple maintains that, unlike Google Maps, its platform does not dominate navigation, local discovery or search-based mapping services in the EU.

EU officials, however, have clarified that DMA designation decisions rely on objective thresholds and structural criteria, not Apple’s comparison with competitors. Once thresholds are met, the EU must perform a full assessment.

If Apple Ads or Maps are eventually designated as gatekeepers, Apple would be required to:

Increase transparency in advertising metrics

Provide fair access to business and performance data

Ensure equal access for rival ad networks and mapping services

Avoid any form of preferential treatment within its ecosystem

Apple has previously clashed with the EU over DMA enforcement. Earlier rulings designated iOS, Safari, and the App Store as gatekeeper platforms, forcing Apple to allow third-party app stores, alternative payment systems and wider access to system APIs — changes Apple argued could weaken privacy and security protections.

Tech analysts say the review of Apple Ads and Maps could shape how broadly the DMA will be interpreted going forward. A gatekeeper designation would significantly affect how Apple handles advertising, data transparency and mapping services across Europe.

Ultimately, the EU’s upcoming decision will determine whether Apple faces another major compliance overhaul — and whether Europe continues to aggressively confront Big Tech dominance through stricter digital market rules.