Brussels, Feb 5, 2026, 14:31 (CET)
- The EU Commission confirmed that Apple Ads and Apple Maps won’t be labeled as DMA “gatekeeper” services
- The regulator highlights Apple Maps’ low usage across the EU and notes Apple Ads’ limited presence in the region’s online advertising market
- Apple has welcomed the decision, while the Commission says it will continue monitoring both services
The European Commission decided that Apple Ads and Apple Maps don’t meet the criteria to be labeled “gatekeeper” services under the EU’s Digital Markets Act (DMA). This designation targets platforms that act as crucial links between businesses and consumers. The Commission argued Apple falls short here because neither service serves as a major gateway for businesses to reach end users. They pointed to Apple Maps’ low adoption across the EU and the small footprint of Apple Ads in the region’s online ad market. The Commission will keep an eye on how things evolve after Apple officially notified these services on Nov. 27, 2025. (Digital Markets Act (DMA))
The timing is crucial because being labeled a gatekeeper activates the DMA’s rulebook: services that qualify must follow obligations and face restrictions designed to make digital markets “fairer and more open.” By excluding Ads and Maps, Apple limits the immediate impact of these rules in two key areas where it’s been expanding its services. (Digital Markets Act (DMA))
The DMA took effect on Nov. 1, 2022, with its rules kicking in on May 2, 2023. It sets a system based on companies notifying the Commission, which then has 45 working days to determine if a gatekeeper designation is warranted. This tight timeline has sparked ongoing debates about the law’s scope and limits. (Digital Markets Act (DMA))
Apple applauded Thursday’s ruling. “These services face significant competition in Europe,” the company stated. Reuters called the DMA one of the toughest global moves to rein in big tech’s market dominance and simplify switching between rival platforms. (Reuters)
The Commission was straightforward: scale and usage mattered. It classified Apple Ads as an online advertising platform and Apple Maps as an online intermediation service, but concluded that neither serves as an essential gateway businesses must cross to connect with consumers.
Apple remains squarely in the DMA’s sights. The Commission has labeled Apple a gatekeeper for key platform services like the App Store, iOS, and Safari, with iPadOS added later. Alphabet, Amazon, ByteDance, Meta, and Microsoft also make the EU’s gatekeeper roster. (Digital Markets Act (DMA))
In DMA terms, an “online intermediation service” refers to a platform linking businesses with users. Essentially, the Commission wants to know if a service is unavoidable for businesses aiming to reach large audiences.
Apple’s choice means Ads and Maps won’t get tangled up in the additional compliance rules for designated services under the DMA. This move keeps the Commission’s gatekeeper duties locked onto Apple’s existing platforms, rather than stretching them to cover these two nearby products.
However, the Commission said it will continue monitoring the situation and could reconsider the decision if market dynamics change or if the services grow into significantly more critical gateways. The uncertainty remains: this wraps up one case, but not the entire issue.
The Commission announced it will release a non-confidential version of its decision on the DMA website.
