The Digital Markets Act’s impacts on EU users

APPLE STATEMENT September 24, 2025

What Is the Digital Markets Act?

Live Translation with AirPods uses Apple Intelligence to let Apple users communicate across languages. Bringing a sophisticated feature like this to other devices creates challenges that take time to solve. For example, we designed Live Translation so that our users’ conversations stay private — they’re processed on device and are never accessible to Apple — and our teams are doing additional engineering work to make sure they won’t be exposed to other companies or developers either.

iPhone Mirroring lets our users see and interact with their iPhone from their Mac, so they can seamlessly check their notifications, or drag and drop photos between devices. Our teams still have not found a secure way to bring this feature to non-Apple devices without putting all the data on a user’s iPhone at risk. And as a result, we have not been able to bring the feature to the EU.

We’ve also had to delay useful features like Visited Places and Preferred Routes on Maps, which store location data that cannot be associated with a user’s identity. So far, our teams haven’t found a way to share these capabilities with other developers without exposing our users’ locations — something we are not willing to do.

More risks when downloading apps and making payments: The DMA requires Apple to allow sideloading, other app marketplaces, and alternative payment systems — even if they don’t meet the same high privacy and security standards as the App Store. On other mobile platforms, users face scams spread through fake banking apps, malware disguised as games, and third-party payment systems that overcharge them with no way to get their money back. The DMA’s requirements make it more likely our EU users will be exposed to similar risks.

A less intuitive experience: Instead of one trusted place to get apps, EU users now face multiple marketplaces, each with their own design, rules, and review standards. On other mobile platforms, that leads to harmful look-alike apps that slip through with fewer checks, and marketplaces where users don’t know where to turn if something goes wrong. Apple users in the EU are now more likely to face those same risks. And it’ll only become harder for our EU users to know where an app came from, who’s responsible for it, and what protections apply if problems arise.

New exposure to harmful apps: For the first time, pornography apps are available on iPhone from other marketplaces — apps we’ve never allowed on the App Store because of the risks they create, especially for children. That includes Hot Tub, a pornography app that was announced by AltStore earlier this year. The DMA has also brought gambling apps to iPhone in regions where they are prohibited by law.

The complete content of a user’s notifications: This data includes the content of a user’s messages, emails, medical alerts, and any other notifications a user receives. And it would reveal data to other companies that currently, even Apple can’t access.

The full history of Wi-Fi networks a user has joined: Wi-Fi history can reveal sensitive information about a user’s location and activities. For instance, companies can use it to track whether you’ve visited a certain hospital, hotel, fertility clinic, or courthouse.

Fewer choices: When features are delayed or unavailable, EU users don’t get the same options as users in the rest of the world. They lose the choice to use Apple’s latest technologies, and their devices fall further behind.

Less differentiation: By forcing Apple to build features and technologies for non-Apple products, the DMA is making the options available to European consumers more similar. For instance, the changes to app marketplaces are making iOS look more like Android — and that reduces choice.

Unfair competition: The DMA’s rules only apply to Apple, even though Samsung is the smartphone market leader in Europe, and Chinese companies are growing fast. Apple has led the way in building a unique, innovative ecosystem that others have copied — to the benefit of users everywhere. But instead of rewarding that innovation, the DMA singles Apple out while leaving our competitors free to continue as they always have.