A new episode in the struggle between big tech and the European Union has shaken the digital sector in 2025. Following the European Commission's decision to fine Apple a hefty fine, this ruling, focused on the terms and conditions of the App Store, once again puts the Cupertino company in the spotlight for its practices in the European digital market.
For years, the relationship between Apple and community institutions has been marked by tension and regulatory oversight.The recent entry into force of the Digital Markets Act (DMA) has significantly strengthened Brussels' control tools over the so-called guardians of the digital market, a category in which Apple is once again the protagonist.
The reasons for Apple's sanction: What triggered the decision?
The European Commission concluded, after an extensive investigation, that Apple restricted developers from informing and redirecting users to alternative purchasing options outside the App Store.According to Brussels, this behavior hinders competition and deprives European consumers of access to potentially lower prices or alternative payment systems and offers that escape the strict control of the official Apple store.
One of the key reasons for the sanction is the right of developers to communicate directly to their users about alternatives and promotions.The European authority believes that any such restrictions undermine the principles of the DMA, which aims to prevent abuses of power by large platforms.
In addition, Apple required developers to take a commission on sales made outside its ecosystem., which the Commission considers an unjustified barrier. Brussels has ruled that there are no objective or proportionate grounds for maintaining these restrictions and has ordered their immediate removal.
The amount of 500 million euros, although high, is less than 10% of the annual turnover permitted by law., a detail that the Commission justifies by the relative novelty of the regulations and the limited duration of the non-compliance.
Impact of the sanction: What consequences does it have for Apple and its users?
The European decision goes beyond the economic impactThe resolution requires Apple to remove any barriers that restrict both consumers and developers from freely accessing information about alternatives outside the App Store. This means that app developers will be able to explain to their customers, even within the official store, that offers are available on other platforms and redirect them to them without restrictions.
The Commission has given Apple 60 days to implement these substantial changes to its operations.Failure to do so could result in periodic fines of up to 5% of daily turnover, depending on the level and duration of noncompliance.
While Apple prepares its appeal to the Court of Justice of the European Union, The company maintains that the sanction is unfairIn official statements, it has stated that the measures required by Brussels put the privacy and security of its users at risk, in addition to affecting the viability of its technology and business model, arguing that it has invested significant resources in adapting to European regulations.
Some analysts believe that Apple's response could lead to changes in how European users access applications., and are even considering possible price increases or the elimination of exclusive functions in their devices as a way to compensate for the new regulatory environment.
Other open fronts and geopolitical context
The regulatory battle between US tech giants and the European Union is taking place in a global environment marked by trade tensions with the United States.Following Donald Trump's assumption of office, the White House openly criticized the DMA and other European regulations, accusing Brussels of trying to weaken the position of American companies in Europe.
Within the Apple ecosystem, this is not the first time that the company has faced investigations and even sanctions for its application distribution policies.Since the new regulation came into effect, Apple has made changes to iOS, such as allowing the installation of alternative stores, setting the default web browser, and modifying default apps. However, Brussels argues that these advances are insufficient in terms of freedom of information and openness of the platform.
Separately, the Commission concluded another investigation into whether Apple facilitated free choice of apps on devices such as the iPhone and iPad, in terms of browsing and messaging, concluding that the new requirements were met in this regard. However, European pressure on Apple's business model is likely to continue in the coming years., especially regarding future regulations on full compatibility with third-party devices, creating uncertainty about the strategy in Europe.