EU Fines Apple €500 Million for Violating DMA Anti-Steering Rules

The European Commission has hit Apple with a €500 million fine, finding the company breached its anti-steering obligations under the Digital Markets Act (DMA). In a related move, Meta was also fined €200 million for violating DMA rules concerning user consent for data use.

The decision against Apple follows an investigation into its App Store rules. Under the DMA, developers distributing apps via the App Store must be allowed to inform their customers about alternative purchasing options outside the store, free of charge, and guide them towards those offers.

The Commission concluded that Apple failed to meet this requirement. It found that various restrictions imposed by Apple prevent developers from fully leveraging alternative distribution channels. Consequently, consumers are also limited in discovering potentially cheaper offers, as Apple obstructs developers from directly communicating these options. The EC stated Apple did not demonstrate that these restrictions were necessary or proportionate.


As part of the decision, Apple has been ordered to eliminate the technical and commercial barriers related to steering. The company must also avoid implementing similar non-compliant practices in the future. The EC noted the fine reflects the seriousness and duration of the violation.

Separately, the Commission closed an investigation into Apple's compliance with user choice obligations concerning browser choice screens. This case was closed following what the EC described as early and proactive engagement by Apple on a solution.

Meanwhile, Meta's €200 million fine relates to its previous "Consent or Pay" model for Facebook and Instagram in the EU. The Commission found this model didn't comply with the DMA because it failed to offer users a genuine choice for a less personalized, yet equivalent, service if they withheld consent for data combination. This decision covers the period from March 2024 until Meta introduced a revised model in November 2024, which the Commission is still assessing.

The EC also announced that Meta's Facebook Marketplace service is no longer designated as a gatekeeper platform under the DMA, following a reassessment request from Meta.


These are the first non-compliance decisions issued under the DMA framework. Both Apple and Meta have 60 days to comply with the rulings or face potential periodic penalty payments. The Commission stated it continues to engage with both companies regarding DMA compliance.

"Apple and Meta have fallen short of compliance with the DMA by implementing measures that reinforce the dependence of business users and consumers on their platforms," said Teresa Ribera, Executive Vice-President for Clean, Just and Competitive Transition. "As a result, we have taken firm but balanced enforcement action against both companies."

Henna Virkkunen, Executive Vice-President for Tech Sovereignty, Security and Democracy, added, "Enabling free business and consumer choice is at the core of the rules laid down in the Digital Markets Act... The decisions adopted today find that both Apple and Meta have taken away this free choice from their users and are required to change their behaviour."

In response, Apple spokesperson Emma Wilson told The Verge, "Today's announcements are yet another example of the European Commission unfairly targeting Apple... We have spent hundreds of thousands of engineering hours and made dozens of changes to comply with this law... Despite countless meetings, the Commission continues to move the goal posts every step of the way. We will appeal and continue engaging with the Commission."

Meta's Chief Global Affairs Officer, Joel Kaplan, stated, "The European Commission is attempting to handicap successful American businesses... This isn't just about a fine; the Commission forcing us to change our business model effectively imposes a multi-billion-dollar tariff on Meta while requiring us to offer an inferior service."

The DMA allows for penalties of up to 10% of a company's global annual turnover, which could potentially reach billions for major tech firms like Apple and Meta. Please download the iClarified app or follow iClarified on Twitter, Facebook, YouTube, and RSS for more updates.