Apple has accused European regulators of unfairly targeting its closed ecosystem.
Executives argue the EU denies users the “magical, innovative experience” that defines the brand.
“We face a serious threat in Europe,” Greg Joswiak said before presenting Apple’s newest products and features.
Apple claims its walled garden of hardware and software guarantees security and quality.
EU regulators counter that it locks out competitors and undermines fair competition.
Long-running conflict ends in major fine
Apple and the EU have clashed for years over competition.
In April, Brussels fined Apple €500m for anti-competitive behaviour in its App Store.
The Digital Markets Act (DMA), introduced in 2022 and enforced in 2024, targets dominant tech firms.
For Apple, it requires iPhones to work with headphones from other brands.
The DMA also obliges Apple to allow notifications from non-Apple smartwatches.
It demands AirDrop compatibility with third-party platforms.
“This benefits consumers,” said Sébastien Pant of BEUC, a coalition of consumer organisations.
He said users need more freedom and choice in the digital market.
AirPods highlight Apple’s resistance
Apple points to the innovation of its products.
It launched AirPods Pro 3 in the US last week with “Live Translation.”
The feature offers real-time translations through earphones.
But Apple confirmed the product will not launch in Europe yet.
The company explained that the function depends on AirPods and iPhone microphones working together.
Allowing other devices would require heavy engineering work to maintain privacy, security and integrity.
“They want to take away the magic,” Joswiak told reporters in Cupertino.
“They want us to be like other companies, not unique.”
Apple raises its tone
Apple has usually avoided public clashes with regulators.
Now the company speaks out, warning EU rules harm both users and developers.
On Friday, the European Commission dismissed Apple’s attempt to overturn its obligations to open iPhones to rivals.
Last month, Apple also told the UK’s competition authority not to copy EU measures.
The CMA is preparing steps against the dominance of Apple and Google.
“European regulators are creating a worse experience for citizens,” Joswiak said.
“They stifle innovation, damage privacy, and breach intellectual property.”
Other companies delay EU launches
Apple already postponed its Apple Intelligence rollout in Europe.
Pant noted other tech firms made similar decisions.
Meta, parent company of Instagram and WhatsApp, delayed Threads in Europe for months.
It cited compliance with EU data regulations as the cause.
