Apple has accused European regulators of unfairly challenging its closed ecosystem.
Executives say the EU denies users the “magical, innovative experience” that defines the company.
“We face a serious threat in Europe,” said Greg Joswiak before launching Apple’s newest products and features.
Apple argues that its so-called walled garden of hardware and software ensures a safe and high-quality user experience.
EU regulators counter that the system shuts out rivals and limits fair competition.
Years of disputes lead to record fine
Apple and the EU have clashed for years over competition rules.
The row culminated in April with a €500m fine against Apple for alleged anti-competitive behaviour in its App Store.
The Digital Markets Act (DMA), introduced in 2022 and enforced since 2024, targets major tech companies.
In Apple’s case, it requires devices like headphones from other brands to work with iPhones.
The DMA also obliges Apple to allow third-party smartwatch notifications.
It must let other platforms send and receive content via AirDrop.
“This is good for consumers,” said Sébastien Pant of BEUC, a coalition of consumer advocacy groups.
He stressed that users need more choice in the digital market and less dependence on Apple’s ecosystem.
Apple pushes back with new AirPods
Apple has responded by highlighting the strength of its products.
The company released the AirPods Pro 3 last week in the US with a new “Live Translation” feature.
This allows users to hear translations in real time through their earphones.
But Apple announced the product will not reach European users for now.
The firm said the technology depends on AirPods and iPhone microphones working together.
It added that opening access to third-party devices would require major engineering changes to meet Apple’s standards for privacy, security and integrity.
“They want to take away the magic,” Joswiak told reporters in Cupertino.
“They want us to become like other companies, not unique.”
Escalating public complaints
Apple has usually avoided public disputes with regulators, at their request.
But the company now speaks out more openly, warning that EU-style rules harm users and developers.
On Friday, the European Commission rejected Apple’s attempt to overturn most of its obligations to open the iPhone ecosystem.
Last month, Apple also warned the UK’s competition authority against copying EU rules.
The CMA is pushing for measures to open markets dominated by Apple and Google.
“European regulators are creating a worse experience for citizens,” Joswiak said.
“They undermine innovation, infringe intellectual property, and weaken privacy and security.”
Other tech companies also react
Apple already delayed the rollout of its Apple Intelligence features in Europe.
Other firms have followed a similar path, according to Pant.
Meta, the parent of Instagram and WhatsApp, postponed its app Threads in Europe for several months.
The company cited compliance with EU regulations on user data as the reason.
