The European Commission announced on Friday, November 28, 2025, that Apple’s Apple Ads and Apple Maps likely meet the criteria to be classified as “gatekeepers” under the EU Digital Markets Act (DMA). Apple immediately rejected the assertion, submitting official rebuttals to the Commission.

What Being a Gatekeeper Means

Under the DMA, a gatekeeper designation imposes strict rules on companies controlling core digital platforms. These rules aim to:

• Ensure fair competition for businesses using the platforms
• Make it easier for consumers to switch between services
• Require moderation of content in line with EU regulations

Companies qualify as gatekeepers if they exceed 45 million monthly active users and €75 billion ($79 billion) in market capitalization, while providing a core platform service for business users.

The EU Commission stated that Apple’s notifications indicated the platforms met these thresholds. The Commission now has 45 working days to decide on formal gatekeeper designation. If confirmed, Apple would have six months to comply with DMA obligations.

Apple’s Response

Apple quickly disputed the likely gatekeeper status. In a statement, the company said:

“We look forward to further explaining to the European Commission why Apple Maps and Apple Ads should not be designated.”

Apple argued that:

• Apple Ads holds a minimal share of the EU online advertising market compared with rivals like Google, Meta, Microsoft, and TikTok.
• Apple Maps has limited usage in Europe compared to competitors such as Google Maps and Waze.

Previously, Apple’s App Store, iOS operating system, and Safari browser were already designated as core platform services under the DMA, recognizing them as gateways for businesses to reach users.

What Happens Next

If the Commission moves forward with designation, Apple would need to comply with DMA rules aimed at increasing transparency, user choice, and competition. Apple may continue to challenge the decision during the review process.