Regulators are keeping a tight eye on Apple again as they check to see if its advertising and map-related services follow the rules set out in the Digital Markets Act (DMA). This comes after the tech giant admitted that Apple Ads and Apple Maps both fulfilled the official standards. This could change how Apple has to handle both services in the future.
The DMA says that any service with more than 45 million monthly users and a value of more than 75 billion euros must follow a tight set of rules. Two years earlier, Apple already called its App Store, iOS operating system, and Safari browser “core platform services.” Since Apple Ads and Apple Maps have now crossed those benchmarks, the company has told regulators that the services are eligible for “gatekeeper” status, which has led to a new examination.
The regulatory body now has 45 working days to decide if Apple’s new services should be included to the list of gatekeepers. Apple will have six months to change how it does business and meet the DMA’s requirements if they do. Apple has officially replied, giving reasons for its position that the mapping and advertising functions shouldn’t be included in the gatekeeper category.
This isn’t just a step in the process. If DMA laws apply to Apple Ads and Apple Maps, Apple will have to obey a strict set of standards that are meant to keep big tech companies from dominating digital markets. These regulations say that Apple can’t give its own services an unfair advantage over competitors and that it needs to be more open about how it handles data and promotes apps. In theory, this might make it easier for competitors to get in and give customers additional options for advertising platforms or navigation apps. In real life, the change might have big effects on how Apple does business.
Apple has been able to give users smooth experiences for years by making sure that its hardware and software work well together. I often use Apple Maps to get directions to cafés, coworking spaces, or client meetings. I’m used to being able to open Maps right from an email or message without having to install anything new. Apple Ads has also worked behind the scenes to help promote apps across Apple’s huge ecosystem, which has helped developers get more users and make their apps more visible. But this same connectivity also makes Apple even more powerful, because other map apps or ad networks often have a hard time getting the same access or visibility.
Regulators say that this kind of domination makes it harder for new ideas to come up and for businesses to compete. Smaller navigation apps and ad networks often say that Apple’s built-in platforms make it hard for them to compete. Users could really gain if Apple had to open up its services, let rival apps be the default, or give competitors the same amount of visibility. You may choose trusted map services that protect your privacy better once you set up your iPhone, or support ad networks that perform better in certain areas or communities.
From the point of view of the advertising ecosystem, making Apple open up might also change how digital ads are placed and tracked. Apple Ads is now in a great position on both iOS and macOS, which makes it a popular choice for app developers who want their apps to be seen. If there are restrictions, developers may start to try out more ad platforms, especially in regions where Apple is prominent. This could encourage new ideas in mobile advertising and maybe even bring lighter, privacy-respecting ad formats to the market.
Apple says that its way of doing things keeps users’ trust, keeps their data safe, and keeps the ecosystem stable. The corporation has said several times that its strict control helps prevent fraud, preserve privacy, and make sure that everything works well on all devices. For users, especially those who aren’t very tech-savvy, having Maps already installed and an ad service built in makes setup easier and cuts down on the number of choices they have to make. Some consumers may favor that ease of use, but that ease of use may come at the cost of diversity and justice in the digital economy.
We are seeing a change around the world where authorities are starting to wonder if major digital companies have gotten too strong. The probe into Apple is part of a larger trend in which politicians and competition regulators are against unclear app store policy, bundled services, and unfair treatment. A lot of people in the business think this could be the start of a new age where digital services have to compete on equal footing instead of depending on the huge reach of one company’s ecosystem.
If the verdict makes Apple Ads and Apple Maps gatekeepers, Apple may need to change how it does some things. For example, it might give third-party mapping apps more rights, change how ad impressions are sent, or even change how data is shared between its platforms. This might mean more options for users on the first screen of setting up their device or the ability to choose their preferred ad platform for reaching potential buyers.
I see both sides of this argument because I utilize Apple services every day. There’s no denying that Apple makes things easier; the seamless connection means fewer annoying downloads and faster access. On the other side, I wonder if this ease comes at the cost of fair competition and less new ideas. When one corporation has so much power, smaller competitors generally have a hard time surviving or even existing.
