In recent years the relationship between Apple and the European Union has not been the best, and the company has faced harsh scrutiny from European institutions that, relying on the Digital Markets Act (DMA), have forced the company to change a multitude of aspects of both its products and its services.
The success of the DMA in terms of pressure on Big Tech, such as Google, Microsoft, Apple, Amazon and Meta, lies mainly in the power to impose a sanction of up to 10% of the gatekeeper’s total annual turnover (Apple is one), or up to 20% in case of repeat violations.
As we said, Apple has had several run-ins with the EU in recent years, although as users we can see it as victories since, for example, It was achieved that iPhones now have a type C charging port, the same as Android phoneswith the aim of not having to buy new chargers or always having to carry yours with you to charge your iPhone.
Like this, the EU has achieved many more mini victories. And although it is true that it is a shame that for now the iPhone 16 does not have Apple’s Artificial Intelligence integrated, although they have already announced the date that it will arrive in Spain, this is because AI was not yet ready and could put the security and privacy of users at risk, according to European standards.
But as we said, after the announcement that Apple Intelligence was going to arrive in Spain in April of next year, it seemed that Apple and the EU had made peace, however, Tim Cook, CEO of the company, ended of carrying a jug of cold water after learning that The European Commission is preparing a new sanction against the apple company.
This is because Apple is open to making changes to its products and services, but history indicates that Its app store, App Store, is something untouchable. This is because the EU wants me to open it to third-party developers, and while they have done this, Apple still won’t let these developers direct users to cheaper deals outside of the App Store.
A clear example of this is in the Netflix app, since inside the App Store Netflix offers its services at 19.99 euros, while if you make the purchase on its website or in another app store, it costs you 15.99 euros. The reason is none other than Apple takes el 30% commission on all purchasess that they are made in the App Store, and on numerous occasions they have been reluctant to change this.
But the EU has had enough of waiting, and as Bloomberg points out, EU Competition Commissioner Margrethe Vestager, He could announce the fine before leaving office this month if Apple does not quickly make the changes they are demanding. Taking into account the company’s income, and depending on whether the EU considers it a repeat offense, The fine could be up to $38 billion.
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