Apple appeals EU’s €500M fine over App Store rule
The company is arguing that the fine is 'unprecedented’ and claims the EU is overstepping its authority.
Apple's long-running tension with EU regulators has hit a new high, as the company moves to fight back against a fine that challenges the core of how it runs its App Store.
For context, on July 7, Apple formally appealed a €500 million fine imposed by the European Commission under the Digital Markets Act (DMA). The fine, imposed in April, accused Apple of anti‑competitive behavior in its App Store.
Specifically, regulators said Apple blocked developers from linking or promoting cheaper deals outside its in-app purchase system. These are practices the DMA defines as “steering.”
Louis Eriakha
Since the fine, Apple has made some adjustments to the orders of the European Commission. In June, the company updated its App Store policies to allow limited use of external links and introduced new commission structures for developers who direct users to outside payment systems.
But these changes came reluctantly, with Apple calling them confusing to developers and potentially harmful to users. Apple even went as far as putting up warning signs for apps with alternative payment options to keep people using its payment system.
Now that the company is appealing the fine in the EU's General Court, Apple argues the fine is “unprecedented” and that the EU is dictating how it should run its store. It also pushes back against the expanded definition of steering, saying the EU misread the DMA’s intent by forcing Apple to allow in-app promotions as well as links.
Oluwaseun Bamisile
This showdown isn’t happening in isolation. Earlier this year, the EU hit Meta with a €200 million fine under the same law, targeting its "consent or pay" model. The model was implemented in 2023, forcing users in the EU to choose between consenting to personalized ads or paying a subscription fee for an ad-free experience.
Unsurprisingly, just like Apple, Meta has lodged legal challenges over the fine. Meanwhile, U.S. officials, including ex-adviser Peter Navarro, are framing these fines as unfair regulatory aggression—or “lawfare”—against American firms.
Legal experts say Apple will fight hard, viewing App Store policies as too lucrative and central to its ecosystem to cede control easily. For EU regulators, enforcement of the DMA is a new frontier aimed at opening these digital gatekeepers and creating more choices for consumers.
Ogbonda Chivumnovu
