Published by Global Banking & Finance Review®
Posted on February 5, 2026
1 min readLast updated: February 5, 2026
The EU Commission concluded that Apple Ads and Maps are not gatekeepers under the Digital Markets Act due to their limited usage and scale in the EU.
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.
"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.
(Reporting by Charlotte Van Campenhout;Editing by Sudip Kar-Gupta)
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.
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.
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.
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.
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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