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Apple Ads and Apple Maps should not be designated under Digital Markets Act, says EU

Published by Global Banking & Finance Review

Posted on February 5, 2026

1 min read

· Last updated: February 5, 2026

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Apple Ads and Apple Maps should not be designated under Digital Markets Act, says EU
European Commission
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BRUSSELS, Feb 5 (Reuters) - The European Commission said Apple Ads and Apple Maps should not be designated under the EU’s Digital Markets Act, citing Apple Maps' relatively low usage in the EU and the

EU Declares Apple Ads and Maps Not Gatekeepers Under Digital Markets Act

EU's Evaluation of Apple Services

BRUSSELS, Feb 5 (Reuters) - The European Commission said Apple Ads and Apple Maps should not be designated under the EU’s Digital Markets Act, citing Apple Maps' relatively low usage in the EU and the limited scale of Apple Ads in the EU online advertising market.

Commission's Findings

"The Commission has concluded that Apple does not qualify as a gatekeeper in relation to Apple Ads and Apple Maps, as neither of these platform services constitute an important gateway for business users to reach end users," it said in a statement on Thursday.

Implications for Apple

(Reporting by Charlotte Van Campenhout;Editing by Sudip Kar-Gupta)

Key Takeaways

  • EU Commission finds Apple Ads and Maps not gatekeepers.
  • Apple Maps has relatively low usage in the EU.
  • Apple Ads has a limited scale in the EU market.
  • Commission's decision impacts Apple's regulatory obligations.
  • Evaluation based on the Digital Markets Act criteria.

Frequently Asked Questions

What is the Digital Markets Act?
The Digital Markets Act is a regulation by the European Union aimed at ensuring fair competition and preventing monopolistic practices by large tech companies, designating certain platforms as 'gatekeepers' based on their market influence.
What are gatekeepers in the context of the Digital Markets Act?
Gatekeepers are large digital platforms that have a significant impact on the internal market, controlling access to users and data, and are subject to specific obligations to ensure fair competition.
What is the role of the European Commission?
The European Commission is the executive branch of the European Union responsible for proposing legislation, implementing decisions, upholding treaties, and managing the day-to-day operations of the EU.
What are Apple Ads?
Apple Ads is Apple's advertising platform that allows businesses to promote their products and services across Apple's ecosystem, including the App Store and other Apple services.
What is Apple Maps?
Apple Maps is a mapping service developed by Apple Inc., providing navigation, traffic information, and location-based services to users on Apple devices.

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