Apple has accused European regulators of undermining its signature “walled garden” ecosystem, warning that new rules risk stripping away the tightly integrated user experience that has defined the company’s products for decades.
Speaking ahead of the launch of its latest devices, senior Apple executive Greg Joswiak said Brussels was unfairly challenging the company’s model. “We have a serious threat to that in Europe,” he said, arguing that the firm’s closed ecosystem delivers the “magical, innovative experience” Apple is known for.
Clash over competition rules
The dispute comes after years of wrangling between Apple and EU regulators, which intensified in April when the European Commission fined the company €500m (£430m) for alleged anti-competitive practices on its App Store.
At the heart of the row is the EU’s Digital Markets Act (DMA), which came into force in 2022 and began applying in 2024. The landmark law targets the dominance of large tech firms by requiring them to make their platforms more open.
For Apple, this means ensuring iPhones work seamlessly with third-party products such as headphones and smartwatches, and allowing rivals to share data through features like AirDrop. Regulators say this will boost consumer choice and reduce lock-in.
“It’s important to tackle the kind of walled garden problem we’ve had for years,” said Sébastien Pant of BEUC, an umbrella group representing consumer organisations across Europe. “This is about giving people more choice in the digital market.”
AirPods row highlights tensions
Apple’s frustration became more visible with the launch of its new AirPods Pro 3, which include a “Live Translation” feature allowing users to hear speech in their preferred language. While the device went on sale in the US last week, the company confirmed the technology will not be available in Europe for now.
Apple said the feature relies on AirPods and iPhones working together, and argued that extending access to rival devices would require “extra engineering work” that could compromise privacy and performance.
“They want to take the magic away,” Joswiak told reporters in Cupertino. “What we provide is a unique, integrated experience. They want us to be like the other guys.”
Growing public pushback
Until recently, Apple has kept most of its criticisms private, saying this was at the request of regulators. But the company has become increasingly outspoken, warning that Europe’s tougher rules risk harming both users and developers.
“European regulators are creating a worse experience for their citizens – our users,” Joswiak said. “They’re undermining innovation, infringing intellectual property, and damaging privacy and security.”
The European Commission on Friday rejected Apple’s appeal to scrap its order requiring iPhones to work more openly with other devices. In the UK, the Competition and Markets Authority is also pursuing measures that mirror the EU’s approach – prompting Apple to warn that British consumers could face similar delays or restrictions.
Apple previously withheld its new AI-powered “Apple Intelligence” features from EU markets, citing regulatory concerns. Other tech giants have taken similar steps: Meta delayed the launch of its Threads app in Europe for several months, blaming the need to comply with stricter data rules.
Wider implications
The row underscores the tension between Europe’s efforts to curb the power of Big Tech and Apple’s insistence that its model benefits consumers by combining hardware and software in a tightly controlled system.
For now, users in Europe may face delays or reduced functionality in Apple products as the company fights its corner. Whether regulators or the tech giant prevail could shape not only Apple’s future, but also how digital ecosystems operate across the continent.
