Apple might be met with even more regulatory pressure inside the European Union in the recent future. Under the Digital Markets Act (DMA), Apple is required to report any services that reach the threshold for so-called gatekeeper status, which are services with more than 45 million active EU users.
According to new filings, Apple has now notified the European Commission that Apple Maps and Apple Ads meet that threshold.
Apple Maps and Apple Ads may soon face stricter EU rules
The EU now has 45 days to determine whether these two services are dominant enough to be designated as gatekeepers. If they are, Apple would have to bring Maps and Ads into compliance with a stricter set of interoperability and competition rules.
This comes on top of previous designations. iOS, iPadOS, and the App Store have already been classified as gatekeepers under the DMA, forcing Apple to cave in and support:
third-party app stores
alternative payment methods
more developer access to system-level features
A similar ruling for Maps and Ads would significantly broaden the scope of Apple’s obligations in Europe.
Should Apple Maps and Apple Ads follow the same EU rules as the App Store?
Yes, more competition is always better
0%
Only if they’re proven to be dominant
100%
No, these aren’t core services like the App Store
0%
I don’t care about EU regulations
0%
Apple disputes the classification
Needless to say, just like it's done with each other regulation, Apple is pushing back. The company is contesting the idea that Apple Maps or Apple Ads should fall under DMA gatekeeper rules. Apple has focused its argument on market share and not user numbers.
According to the company:
Apple Maps has “very limited usage” in the EU compared to Google Maps and Waze
Apple Ads holds “minimal share” next to giants like Google, Meta, and TikTok
Apple seems to be insisting that even if these services meet the DMA’s user thresholds, they do not possess the kind of market dominance the EU typically targets.
The Commission will weigh those arguments over the next month and a half before reaching a final determination in early 2026.
What could change for Apple users?
If designated as gatekeepers, Apple would then have six months to bring Maps and Ads into compliance. The DMA’s requirements vary, but could include:
More interoperability with rival services — this could, for example, mean letting users choose a different default maps app or giving competing ad networks more access inside Apple's ecosystem
Broader data access or sharing requirements — Apple might be required to share data with competitors so they can operate on equal grounds. That data could be in the form of location, analytics, measurement tools, and others of the sort.
Restrictions on how Apple integrates Maps or Ads within its platforms — Apple might be prevented from giving its services automatic placement, priority, or deeper system integration that's not accessible to other apps.
At this stage, it’s unclear what practical changes Apple Maps would need to undergo. Apple Ads, however, could face more direct limits on targeting, data handling, and app store-level ad placements.
The next major update is expected in early 2026, when the EU decides whether Apple Maps and Apple Ads officially fall under the DMA’s gatekeeper rules. For now, Apple is preparing for another regulatory battle, but this time over services outside its core OS platforms.
Unlimited plans for $15/mo at Mint!
$180
$360
$180 off (50%)
Mint Mobile is also offering an incredible bargain for those seeking unlimited data! The carrier's latest deal lets you grab any unlimited plan for just $15/mo, bringing the 12-month Unlimited plan to $180 instead of $360.
Aleksandar is a tech enthusiast with a broad range of interests, from smartphones to space exploration. His curiosity extends to hands-on DIY experiments with his gadgets, and he enjoys switching between different brands to experience the latest innovations. Prior to joining PhoneArena, Aleksandar worked on the Google Art Project, digitizing valuable artworks and gaining diverse perspectives on technology. When he's not immersed in tech, Aleksandar is an outdoorsman who enjoys mountain hikes, wildlife photography, and nature conservation. His interests also extend to martial arts, running, and snowboarding, reflecting his dynamic approach to life and technology.
A discussion is a place, where people can voice their opinion, no matter if it
is positive, neutral or negative. However, when posting, one must stay true to the topic, and not just share some
random thoughts, which are not directly related to the matter.
Things that are NOT allowed:
Off-topic talk - you must stick to the subject of discussion
Offensive, hate speech - if you want to say something, say it politely
Spam/Advertisements - these posts are deleted
Multiple accounts - one person can have only one account
Impersonations and offensive nicknames - these accounts get banned
To help keep our community safe and free from spam, we apply temporary limits to newly created accounts:
New accounts created within the last 24 hours may experience restrictions on how frequently they can
post or comment.
These limits are in place as a precaution and will automatically lift.
Moderation is done by humans. We try to be as objective as possible and moderate with zero bias. If you think a
post should be moderated - please, report it.
Have a question about the rules or why you have been moderated/limited/banned? Please,
contact us.
FCC OKs Cingular\'s purchase of AT&T Wireless
Things that are NOT allowed:
To help keep our community safe and free from spam, we apply temporary limits to newly created accounts: