EU regulators have started a 45-day probe to decide whether Apple Ads and Apple Maps qualify as Digital Markets Act gatekeepers. Filings indicate both services cleared user and revenue thresholds, pushing the Commission to request more data while Apple argues its ad footprint remains niche compared with Google and Meta. If designated in early 2026, Apple would have six months to open targeting interfaces, expand data portability, and neutralize defaults across ads and Maps, reshaping how advertisers, developers, and EU iPhone users interact with Apple’s services.

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