Apple Maps and Ads Aren’t Popular Enough to Be Covered by the DMA in Europe

The European Commission has issued a final ruling that exempts two of Apple’s key services from the stricter requirements of the Digital Markets Act (DMA).

According to Brussels’ decision on Thursday, neither Apple Maps nor the advertising platform Apple Ads meet the necessary criteria to be designated as a “gatekeeper”, i.e., leading operators in the digital market.

The rationale behind this exclusion lies in their low adoption and the limited impact they exert on the market of the Old Continent.

Apple Maps and Ads Aren’t “Gatekeepers”, Europe Has Decided

The investigation, launched in November 2025, aimed to determine whether these platforms represented an essential access point for companies seeking to reach end consumers. The European executive’s conclusion was clear: neither service constitutes a core platform service for business users.

The parameters set by EU law are stringent. To be designated a gatekeeper, a service must count more than 45 million monthly active users in the European Union, and the parent company must have a market capitalization of at least 75 billion euros.

Although Apple as an entity greatly exceeds the financial requirements, the usage metrics specific to maps and advertising in Europe have not reached the critical threshold.

In short, the Commission acknowledged that Apple Maps has a relatively low overall usage rate in the EU, while Apple Ads operates on a much smaller scale in the online advertising sector.

A Strategic Victory for Cupertino

Apple’s response did not take long to come and welcomed the decision. The company emphasized that these services must face a “significant competition” in Europe, stating that it was pleased that the Commission recognized that the criteria for designation were not met.

This exemption represents a regulatory advantage for the Californian giant. Not falling under the DMA umbrella for these specific services, Apple avoids a suite of onerous obligations that weigh on its other products, such as the App Store, the Safari browser, and the iOS operating system.

Such constraints could include the obligation to share sensitive data with competitors or ensure greater interoperability, measures designed to facilitate users’ transition to rival services.

The Comparison with Google

The decision indirectly highlights the gap between Apple’s navigation solutions and Google’s. While Google Maps was classified as a gatekeeper in 2023, being the dominant and reference platform for the majority of European users, Apple Maps remains a secondary player.

Although Apple has invested substantial resources in 3D models and advanced satellite views, its user base is not large enough to justify regulatory intervention aimed at limiting its market power.

However, the Commission has clarified that it will continue to monitor the market’s evolution. If substantial changes in adoption numbers for Maps or Ads emerge, Brussels reserves the right to re-examine Apple’s position.

For the moment, however, the low popularity of these services has become the best defense possible against the antitrust crackdown.