Then there needs to be meaningful discussion where both sides work to find a resolution. Because yes there are products and features that Apple could open up and maybe should be made to, but that doesn’t give the EU sole authority to mandate changes that it isn’t qualified to know the risks of.
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Apple Challenges EU Digital Markets Act Over Feature Delays
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French here.
As many have said, Apple's PR strategy here is questionable at best, completely disingenuous and borderline offensive if we are objective.
Complaining that because of the EU's rules they cannot implement this or that feature, or simply have to work more (oh the irony... isn't this just blatantly telling us they don't want to put any efforts into compliance ?) would perhaps work IF it also affected others. But apparently, they're all alone here.
Let's have a look at Android manufacturers and all the competition:
Somehow, they manage to comply with all the rules, and still offer innovative products.
Somehow, the EU population that is using an Android phone has not gone bankrupt, was not drawn into porn or lost all their savings in gambling, crypto scams or a whole zoo of viruses, worms and other Trojans (wait... does Safari prevent you to access any of these potentially harmful sites ? No, that's what I thought).
None of Apple's main competitors, whether from Asia or the US, are currently struggling because of EU's laws.
On the other hand, having an iPhone doesn't guarantee any more privacy or safety, since we all use the same apps whatever the OS. Is Apple blocking Facebook ? Tik-tok ? or even X ? No of course not. These networks can thrive on the iPhone, stealing away your attention, personal data, and soul. All they want as long as Apple gets its share.
So let's be honest for a moment. This communication isn't targeted at us. Any sane EU customer will immediately (if they still have a brain) ask how on earth a feature like phone mirroring, live translation or any of that stuff have anything to do with EU regulation.
Customers do not care about laws, but lawmakers do.
So this PR move targets all the lobbying forces to give them fuel. Fuel to convince the not so savvy lawmakers to bend the rules in Apple's favor, thinking they're doing the right job.
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As a customer having to deal with Apple's shenanigans since many years now, I'm not pissed at the EU but at Apple.
I'm quite invested in the "ecosystem" but seeing as it is so hard to get out of it I'm now more and more inclined into calling it a predatory scheme than an ecosystem.
I would gladly hop to Android, since it's been years since I've been even mildly excited by an Apple product. Problem, what do I do with my Watch ? My Airpods ?
People advertising this as synergy or whatever grand word are just delusional. It's a trap to keep you captive of their brand and make it as hard as possible to escape it.
But let me tell you, if Apple continues to treat us as cows trying to milk every single cent, especially with such a discourse, is slowly but surely making it easier to swallow the pill and throw out everything to switch to the competition.
I'm not that naïve, and I know a Pixel or a Galaxy phone is not miles ahead of an iPhone, but man do I feel more and more disgusted picking up that glass brick of an iPhone.
As many have said, Apple's PR strategy here is questionable at best, completely disingenuous and borderline offensive if we are objective.
Complaining that because of the EU's rules they cannot implement this or that feature, or simply have to work more (oh the irony... isn't this just blatantly telling us they don't want to put any efforts into compliance ?) would perhaps work IF it also affected others. But apparently, they're all alone here.
Let's have a look at Android manufacturers and all the competition:
Somehow, they manage to comply with all the rules, and still offer innovative products.
Somehow, the EU population that is using an Android phone has not gone bankrupt, was not drawn into porn or lost all their savings in gambling, crypto scams or a whole zoo of viruses, worms and other Trojans (wait... does Safari prevent you to access any of these potentially harmful sites ? No, that's what I thought).
None of Apple's main competitors, whether from Asia or the US, are currently struggling because of EU's laws.
On the other hand, having an iPhone doesn't guarantee any more privacy or safety, since we all use the same apps whatever the OS. Is Apple blocking Facebook ? Tik-tok ? or even X ? No of course not. These networks can thrive on the iPhone, stealing away your attention, personal data, and soul. All they want as long as Apple gets its share.
So let's be honest for a moment. This communication isn't targeted at us. Any sane EU customer will immediately (if they still have a brain) ask how on earth a feature like phone mirroring, live translation or any of that stuff have anything to do with EU regulation.
Customers do not care about laws, but lawmakers do.
So this PR move targets all the lobbying forces to give them fuel. Fuel to convince the not so savvy lawmakers to bend the rules in Apple's favor, thinking they're doing the right job.
---
As a customer having to deal with Apple's shenanigans since many years now, I'm not pissed at the EU but at Apple.
I'm quite invested in the "ecosystem" but seeing as it is so hard to get out of it I'm now more and more inclined into calling it a predatory scheme than an ecosystem.
I would gladly hop to Android, since it's been years since I've been even mildly excited by an Apple product. Problem, what do I do with my Watch ? My Airpods ?
People advertising this as synergy or whatever grand word are just delusional. It's a trap to keep you captive of their brand and make it as hard as possible to escape it.
But let me tell you, if Apple continues to treat us as cows trying to milk every single cent, especially with such a discourse, is slowly but surely making it easier to swallow the pill and throw out everything to switch to the competition.
I'm not that naïve, and I know a Pixel or a Galaxy phone is not miles ahead of an iPhone, but man do I feel more and more disgusted picking up that glass brick of an iPhone.
They haven’t said they can’t do a feature. They’ve said doing it would put user data at risk, such as by taking processes off the device and putting them into cloud services provided by others. That’s not something we should glibly dismiss when we are all very aware of the lackadaisical approach many of these companies have for privacy and data.
While I think the pornography/gambling issues are more PR than substance, Apple does have a point when it comes to privacy. At a minimum, the EU should clarify that no gatekeeper is required to provide access to certain user data, and specify what data can be restricted. I would go as far as to ay no user identifiable data, and any data that is supplied does not constitute a privacy violation on the gatekeeper part as long as it is not part of the proscribed data set.
Biggest player? Not when measured by platform installations. Not even close.
Superior economic demographics leads to busier customers who spend more and engage in higher yield economic activity. Punish Apple for figuring that out?
And this is where Cook’s meeting with orange guy comes into play.
Exclusive: Trump administration weighs sanctions on officials implementing EU tech law, sources say
Trump's administration is considering imposing sanctions on European Union or member state officials responsible for implementing the bloc's landmark Digital Services Act, over U.S. complaints that the law censors Americans and imposes costs on U.S. tech companies.
Very likely if EU rejects Apple’s appeal, Orange Guy will no doubt put massive retaliatory tariffs into place on all EU countries.
(Which would hurt Apple in long run because EU will likely hit US with retaliatory tariffs and also most likely economic sanctions as well. This may ultimately do force Apple to leave EU market completely)
Yep, and while I agree porn is bad, it is not Apple's responsibility to police people's devices. It is my phone and I want my Apps on it. Not just Apple's inconsistant nanny rule approved Apps. I am no longer 10 and don't need a nanny any longer.
You can easily switch. Sell your devices and switch. If you made bad decisions, Apple should pay for them?
Ypu made the decision and if you are in way over your head, it is still your fault. You alone decided to go Apple.
how many years has it been? Time to accept responsibility for your decisions and not blame others for your predicament. The expectation that government should force bending to your will is not a healthy one. Perhaps EU regulators should develop a scheme to subsidize those like you making the switch. Taking customers away is what is called competition even if it is subsidized. Onerous unjust regulation to alter the landscape to your presences is not competition.
But the way, stop saying "we." You speak only for yourself.
Apple & Google are the only phone manufacturers that are designated as gatekeepers by the EU.
So, no, other manufacturers don't play by the same rules.
And Google also regularly pay big fines. Just 2 weeks ago, they paid 3 billions. It's not only Apple.
They are following them. Not providing. feature doesn't mean you are not following the EU rules.
It would drive all other stores out of business except for a large company that wants to run one to deliver apps and poke at Apple.
Yet people cheered the DMA which could force Apple to do that and Apple choses not to risk such an outcome by limiting some features.
If it requires handing over data on users Apple feels should be private then I can see why they would.
Unless they target Apple specifically then it's like to impact all smartphone manufacturers since the products don't come from the US but India, Brazil, China. If the target US companies Google et. al. would be impacted as well.
In the end, such a tariff war would help no one. I doubt the EU wants a solely China based smartphone manufacturer / OS source as their main supplier.
Despite the prevailing unpopularity on MR readership, you are also quite capable of knowing Apple does that and buying a different OS.
Edit: fixed typo
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There’s is so much incorrect information in here I don’t know where to begin. Just a couple of points.
First, the DMA doesn’t apply to any Android manufacturer (except Google). Samsung was not determined to be a gatekeeper, neither were the Chinese companies. Samsung isn’t required to give access to its differentiating features to its competitors.
And if you’d read the link, you’d see it’s absolutely EU regulations preventing the from being released. They’re released everywhere else. Why do you think Apple should be required to make Live Translation work on Bose headphones?
And Android is rife with scams and malware. Generally installed via sideloading and third party app stores. Which the EU is forcing on Apple.
If you're saying this is only a PR move and not really for user security, then by saying this doesn't make sense as a PR move, you're arguing against yourself.
That is just disingenuous, Apple. Just because an App labels currency as bananas or gumballs or doughnuts does not make it any less gambling. If you use real money to buy this "currency", then it's gambling, and the App store has been full of exactly that, and for years..and specifically pushed towards children that don't understand that difference.
Stop lying.
If you're trying to make true statements, you're 0 for 4.
The problem seems to be the attitude of Apple's management and their miscalculation about how powerful and determined the EU actually is. Looking at past decisions, I'm pretty confident to say, that the EU is quite amenable to cutting deals and granting exceptions. In my opinion it would be much more beneficial for Apple to try to accommodate the EU's demands and try to work with them. Instead, they decided to go for a full confrontation, possible with the support of the current US administration.
I should assume your phone's primary use is as a paper weight.
10 years is a bit much, but the only new app I have downloaded from the app store in the last two years is the Firewalla app, when I bought a Firewalla about six months ago.
I never open the app store to look around, and let everything auto update. Phone is set up how I like it, and I let it be.
How can the EU grant an exception when Apple *is* the exception?
It’s one thing for the EU to mandate all manufacturers of phones use USB-C, but it’s quite another when they tell a company that the EU knows best and will insist on weakening user privacy and security so that Apple can do iPhone mirroring on Windows.
That is an outrageous overreach, not only putting data at risk but also removing a very serious level of choice on the free market and giving customers literally no way of buying a mainstream consumer phone that prioritises privacy.
The EU should be working to find out how Google can be more mindful of user data, given its repeated breaches in this area, rather than forcing Apple to be weaker and easier for hackers to exploit.
They have a minority share of the market. Please give your explanation of a monopolist.
Or maybe you forgot to indicate sarcasm.
European countries struggle to innovate because their systems prioritize control and operate on a foundation of fear-driven caution. I know because I worked in Europe, the USA and Asia. Every business step requires endless meetings, permits, and approvals, stifling creativity and speed. It’s time to dissolve the European Union, keep the euro for stability, but return to straightforward, old-school trade agreements that foster real competition.
Look at how they handle China, European leaders block affordable Chinese electric vehicles to shield their own carmakers, forcing everyday citizens to subsidize pricier local alternatives. It’s self-sabotage.
Delete the EU, please. No one wants it anymore, it’s a bureaucratic behemoth that’s outlived its usefulness. And while we’re at it, nix NATO too.
Look at how they handle China, European leaders block affordable Chinese electric vehicles to shield their own carmakers, forcing everyday citizens to subsidize pricier local alternatives. It’s self-sabotage.
Delete the EU, please. No one wants it anymore, it’s a bureaucratic behemoth that’s outlived its usefulness. And while we’re at it, nix NATO too.
I actually agree with you, that iPhone mirroring is an area where Apple should not be mandated to open the APIs for third parties. Maybe if they engaged in honest and bona fide talks with the EU, they could carve out an exception.
They are already doing just that. Trump is just waiting everyone out and it is obvious. His speech at UN yesterday, he is playing a “tough guy” who “loves everyone” but in fact will make everyone pay their own share in future. EU seems to be ready for that turn.
However, this will backfire both for United States and for American corporations in long term.
Competition these days looks big and will become even bigger as soon as we enter “post-smartphone” era. And while EU is aligned with US on certain values, they lovely invite Chinese businesses and smartphone producers to their market. Huawei, Xiaomi, Oppo, anything goes.
Trump admin can surely use tariffs to punish European Union for demanding something from American businesses.
But it will only lead to more sales of competition devices, high time for Samsung to double down on their promotional-level pricing strategy in EU. It will eventually be the end for Apple and Google throughout Europe. That’s without saying their pricing strategies are already away from “affordable” (around 1500$ for iPhone 17 Pro 256GB, isn’t cheap right?).
The reality is also that nowadays Apple in in no position to dictate market rules. In 2007 it was okay for them to unveil cheap 2MP no-autofocus, no-flash barebone cameraphone just because it had multitouch display, but now everyone has multitouch displays! And cameras, lots of them!
Year after year Apple drip-feeds their buyers with features that were available in other smartphones for ages, and often even locks them behind some sort of digital gates because “EU sucks”. Nope! I am sure EU users don’t even feel bad for not having latest Apple Intelligence running on their phones or glorified screen mirroring🤣 As well as those features are not even available on majority of older phones, so users would naturally resort to alternatives.
Isn’t AppStore full of gambling apps already? I have various examples of those where you can literally play casino and waste real money into this stuff.
Apple shouldn’t try to be all-seeing authority if they can’t even make their own AppStore a safe place
You make some great points and frustration is understandable. I disagree that Apple is being "completely disingenuous and borderline offensive".
My replies are not in any specific order.
1. It is true that Android manufacturers have mostly adapted more smoothly to some EU rules, but Apple’s architecture (tight hardware/software integration, centralized App Store, proprietary frameworks like iMessage and AirDrop) makes compliance more complex than it is for most phone manufacturers. Rules such as sideloading requirements or USB-C standards directly interact with Apple’s core business model. Apple's struggle with the rules might reflect corporation structural differences rather than disingenuous resistance. What the DMA does is directly attack core parts of Apple's business model. A company doesn't change that easily, even if outsiders want it to. Further, Apple is profitable from its hardware/software integration -- something that other companies struggle to do. The DMA is trying to change what makes Apple Apple and iPhones/iOS influential, market-leading, and respected. The EU needs airtight reasons for forcing changes to that. From my reading of the DMA (I'm not a legal expert), I don't see that it is legally airtight and necessarily in the best interest of consumers.
2. Apple does not block Facebook, TikTok, or X, but it does implement system-level privacy features—App Tracking Transparency, mail privacy protection, on-device processing of Siri requests—that competitors often follow later, if at all. While not perfect, these measures demonstrate that Apple’s focus on privacy isn’t purely cosmetic and is not completely driven by a 'desire' to make money.
3. You are correct in that corporate PR often doubles as lobbying. However, if you frame Apple’s communication solely as manipulation, you overlook the fact that major tech firms (Google, Meta, Microsoft, Samsung) all engage in similar regulatory lobbying. In fact, the DMA came into existence in part because of lobbying by Spotify and other companies, who did so in part out of financial self-interest. Apple’s messaging may be self-interested, but it is not uniquely so. Governments can also have self-interest that does not always benefit citizens and consumers. Not acknowledging this ignores the history of governments.
4. Apple’s ecosystem is sticky, but it also offers genuine benefits: seamless device handoff, continuity features, great integration of accessories like AirPods, and cross-platform services like iCloud -- these are things you recognized. For many, this integration improves productivity and reduces friction. Calling it “predatory” ignores that this stickiness/lock-in is often the flip side of convenience. Apple's implementation of this integration also has real privacy benefits by keeping as much on-device as possible. Compare that to all the companies that do not have a similar focus but instead make money on advertising (which also includes Spotify, which has a free [ad-supported] tier that generates revenue by 'invading' the privacy of listeners -- again, the DMA was driven in part by Spotify).
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