Apple has accused European regulators of unfairly attacking its closed ecosystem.
Executives argue the EU denies users the “magical, innovative experience” that makes Apple stand out.
“We face a serious threat in Europe,” Greg Joswiak said before unveiling Apple’s latest products and features.
Apple claims its walled garden of hardware and software ensures safety and quality.
EU regulators counter that the system blocks rivals and restricts fair competition.
Years of tension bring heavy fine
Apple and Brussels have fought over competition issues for years.
In April, the EU fined Apple €500m for alleged anti-competitive practices in its App Store.
The Digital Markets Act (DMA), adopted in 2022 and applied from 2024, targets major tech giants.
For Apple, it requires iPhones to work with headphones from other manufacturers.
The DMA also forces Apple to allow notifications from third-party smartwatches.
It demands AirDrop compatibility with devices beyond Apple’s own.
“This is positive for consumers,” said Sébastien Pant of BEUC, a network of consumer groups.
He stressed that users need more choice in digital markets.
AirPods showcase Apple’s strategy
Apple highlights the uniqueness of its devices.
The company launched AirPods Pro 3 last week in the US with a “Live Translation” tool.
This feature provides real-time translations through the earphones.
But Apple confirmed it will not launch the product in Europe yet.
The firm said the tool depends on AirPods and iPhone microphones working together.
Opening it to other devices would require extensive engineering to preserve security, privacy and integrity.
“They want to remove the magic,” Joswiak told reporters in Cupertino.
“They want us to be like everyone else, not different.”
Public fight grows louder
Apple has typically kept disputes with regulators behind closed doors.
But the company now speaks openly, warning that EU rules hurt users and developers.
On Friday, the European Commission rejected Apple’s request to cancel most obligations to open its iPhone ecosystem.
Last month, Apple warned the UK’s competition authority against copying Brussels’ approach.
The CMA is preparing measures to reduce Apple and Google’s market dominance.
“European regulators are creating a worse experience for citizens,” Joswiak said.
“They damage innovation, weaken privacy, and breach intellectual property.”
Tech industry reacts to EU rules
Apple delayed its Apple Intelligence features in Europe.
Pant noted that other companies have also paused new services.
Meta, the parent of Instagram and WhatsApp, delayed Threads in Europe for several months.
The company cited compliance with strict EU data rules.
