Tech giant Apple is trying its best to get the Digital Markets Act (DMA) repealed. Apple urged the European Union on Wednesday to repeal DMA, a sweeping set of rules designed to rein in the power of Big Tech firms, and introduce a new regulation that it considers more suitable.
“It’s become clear that we can’t solve every problem the DMA creates,” Apple said.
“Over time, it’s become clear that the DMA isn’t helping markets. It’s making it harder to do business in Europe.”
The request comes as the European Commission reviews the law, marking its first evaluation of the act’s effectiveness and its capacity to respond to emerging technologies, including artificial intelligence. The commission had invited stakeholder feedback until Sept. 24.
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The Digital Markets Act (DMA) is a significant piece of legislation passed by the European Union on March 15, 2022, with enforcement beginning in 2023 and ongoing implementation through 2025. It targets large digital platforms, known as “gatekeepers,” that hold substantial control over essential online services such as app stores, search engines, and social media networks. These gatekeepers are identified based on their size, user base, and impact on the digital economy, including companies like Google, Apple, Amazon, and Meta.
Apple asked the commission to reassess how the law affects EU consumers who use its products, saying it will continue to work to deliver new features while meeting legal requirements.
The DMA’s core objective is to prevent unfair practices by these dominant platforms to ensure a level playing field for all businesses and consumers. It prohibits gatekeepers from self-preferencing their own products, restricting users from uninstalling pre-installed apps, misusing data from business users to gain an unfair advantage, and limiting interoperability with third-party services. The Act also mandates transparency, requiring platforms to disclose how they rank search results and manage advertisements, fostering greater accountability.
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Enforced by the European Commission, the DMA grants regulators the power to investigate and impose fines of up to 10% of a company’s global revenue for non-compliance. In cases of repeated violations, the Commission can enforce structural remedies to correct market imbalances. By addressing the dominance of major tech companies, the DMA aims to promote innovation, support smaller competitors, and offer consumers more choices and control within the digital market across the European Union.
Meanwhile, Apple is also trying to navigate a deal with chipmaker Intel. As reported by Bloomberg, Intel has been trying to secure an investment from Apple as part of its comeback strategy.
Apple’s push to repeal DMA reflects its concerns about the increasing regulatory pressure it faces in Europe. The company argues that the DMA, designed to curb the power of Big Tech, is creating challenges for its business operations and innovation within the EU market. As the European Commission reviews the DMA’s effectiveness and seeks feedback, Apple is positioning itself to influence potential changes that could ease compliance burdens and better align with its business model, particularly regarding product features and user experience.