EU Spares Apple Maps and Ads from Strict Digital Markets Act Rules

BRUSSELS, Feb 5 (Reuters) – In a significant decision for Apple Inc., the European Commission announced on Thursday that it will not subject the tech giant's mapping and advertising services to the stringent obligations of the EU's new Digital Markets Act (DMA).

The Commission concluded that neither Apple Maps nor Apple Ads meet the threshold to be considered "gatekeeper" services within the European Union. This designation, reserved for dominant digital platforms, would have forced Apple to make these services more interoperable and open to competitors.

"Our assessment shows that Apple does not qualify as a gatekeeper for Apple Ads and Apple Maps," the Commission stated. "These services do not currently act as an indispensable gateway for businesses to reach end users in the EU."

The ruling hinges on market data. Officials pointed to Apple Maps' relatively low user adoption compared to rivals like Google Maps in Europe, and the nascent, limited scale of Apple's advertising business within the continent's vast online ad market. The DMA, which officially applies from March, aims to curb the power of tech "gatekeepers" and ensure fair competition.

Analysis & Impact: The decision provides immediate regulatory relief to Apple on these two fronts, allowing it to operate Maps and Ads without the strict interoperability and data-sharing rules imposed on its App Store, iOS, and Safari browser—which are designated as gatekeeper services. However, it underscores the EU's case-by-case, data-driven approach. The Commission's stance could shift if Apple's market share in these areas grows substantially, keeping the company under continued scrutiny.

Expert Reactions

Dr. Elara Vance, Tech Policy Analyst at the Brussels Institute: "This is a pragmatic, evidence-based call. It shows the DMA is not a blunt instrument but a regulatory framework that responds to actual market realities. It wisely avoids imposing heavy rules where they aren't yet needed."

Marcus Thorne, CEO of a European mapping startup: "While a relief for now, it's a reminder of how walled gardens work. Apple Maps is pre-installed on every iPhone. Its 'low usage' is relative, but it still has a massive default advantage. The door for future review must stay open."

Anya Petrova, Digital Rights Advocate: "This is a missed opportunity! Apple Ads is a growing beast, operating in the shadows of its ecosystem with minimal transparency. Letting it off the hook now is short-sighted. The EU is being too cautious while Apple's ad network quietly expands its reach."

Professor Kenji Sato, Competition Law Scholar: "The key takeaway is the Commission's clear message: market significance is what matters. This sets a precedent for how other niche services from major platforms might be evaluated globally."

(Reporting by Charlotte Van Campenhout; Editing by Sudip Kar-Gupta; Additional reporting and analysis by Reuters)