According to Forbes, Apple is pushing back hard against the European Union’s Digital Markets Act, claiming it’s actually harming consumers rather than helping them. The company points to a new Analysis Group study it helped fund that shows app prices haven’t dropped despite commission rates falling by around 10%. Apple says the DMA has delivered “less security, less privacy, and a worse experience for consumers across Europe” while creating new barriers for innovators and startups. The regulation, which took effect in 2025, was specifically designed to increase competition and reduce iPhone app prices in the EU. Interestingly, Apple suggests some developers have actually increased prices specifically for EU users since the DMA’s implementation.
Is the DMA backfiring?
Here’s the thing: when regulators try to force market changes, the results often surprise everyone. The European Commission thought lower commissions would automatically mean lower prices for consumers. But that’s not how business works. Developers aren’t charities – if they can charge more while paying less to Apple, why wouldn’t they? The study Apple references seems to confirm what many economists would predict: companies will optimize for profit, not necessarily pass savings along.
The security trade-off is real
Apple’s making a compelling point about security that’s hard to dismiss. Their App Store has maintained strict content controls – no pornography, for instance. But now external app stores can operate with different standards. And here’s what’s interesting: Apple’s still providing security technology to these competitors, sometimes at lower rates or even free. That’s basically subsidizing your competition while they potentially undermine your security model. It’s a messy situation.
Why this matters beyond Europe
This isn’t just an EU problem. Governments in the US, UK, and elsewhere are watching closely. If the DMA fails to deliver its promised benefits, it could chill similar regulatory efforts worldwide. But if Apple’s complaints are seen as self-serving protectionism, it might actually encourage more intervention. We’re basically in a high-stakes experiment right now, and the results could reshape how tech giants are regulated globally. The question is: will other countries learn from Europe’s experience, or repeat its mistakes?
What happens now?
There hasn’t been any official reaction from the European Commission yet, but you can bet they’re preparing their response. They’ve invested significant political capital in the DMA and won’t let Apple’s claims go unchallenged. Meanwhile, Apple’s clearly trying to build a case that the regulation needs adjustment. It’s a classic regulatory dance – both sides digging in while claiming to protect consumer interests. The real test will be whether European consumers actually feel better or worse off a year from now.
