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A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11In June 2024, EU competition chief Margrethe Vestager said Apple had a number of “very serious” issues with its compliance with the Digital Markets Act (DMA). The European Commission was investigating whether Apple’s App Store rules genuinely allowed developers to direct customers to cheaper offers outside Apple’s payment system—or merely permitted those links in theory while making them commercially unattractive.
That was an ongoing investigation, not a final infringement ruling. Later reporting said the Commission found Apple’s anti-steering rules inadequate and that Apple revised its European rules after regulatory feedback.
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What the Digital Markets Act requires
The EU’s Digital Markets Act regulates large technology platforms designated as “gatekeepers.” For Apple, the relevant duties concern the App Store, app distribution, developer communications and access to alternative payment or distribution channels.
One important principle is that developers should be able to tell users about purchasing options outside the App Store and direct them to those offers. The practical question is whether Apple allows that freedom effectively, not merely whether it permits a technically available link surrounded by conditions that discourage its use.
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What Vestager said in June 2024
On June 18, 2024, Vestager said the Commission had identified “a number” of Apple issues that were “very serious.” She also said Apple’s implementation was not what the Commission expected and indicated that DMA enforcement was a high priority.
Her comments reflected the Commission’s concerns; they were not themselves a final legal finding. The Commission had opened a formal investigation in March 2024 into Apple’s compliance. Contemporary reporting by MacRumors and 9to5Mac’s coverage described the investigation and Apple’s response.
What Apple changed with iOS 17.4
Apple did not simply ignore the DMA. Its EU-specific changes, introduced alongside iOS 17.4, included:
- Support for alternative app marketplaces.
- A mechanism for distributing some apps outside the App Store.
- Revised commission arrangements.
- A new Core Technology Fee.
- Changes to how developers could link users to external purchasing options.
However, the Commission questioned whether these changes provided meaningful openness in practice. Alternative marketplaces remained subject to conditions, developer authorization and installation disclosures, while Apple’s commercial terms could affect whether developers considered the alternatives worthwhile.
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What “anti-steering” means
Imagine a music, video or subscription app that wants to tell an iPhone user: “This plan costs less on our website.” The developer may want to display that message, include a link and complete the transaction outside Apple’s payment system.
Anti-steering rules are restrictions that prevent or discourage developers from communicating those alternatives. The EU’s concern was whether Apple’s rules allowed developers to steer users to external offers freely and effectively.
This distinction matters. A developer may technically be allowed to include a link, but fees, warnings, design restrictions or contractual conditions could still make external purchasing impractical. The DMA dispute focused on that broader commercial reality.
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Apple’s EU terms included a €0.50 Core Technology Fee for each download after the first one million annual installs for certain developers and distribution arrangements. That fee attracted significant attention because it could affect the economics of using alternative distribution.
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But the fee alone was not automatically proof of a DMA violation. Regulators were examining the entire framework: fees, eligibility requirements, user prompts, external-linking rules and distribution restrictions. The central issue was whether the overall terms preserved Apple’s control in a way inconsistent with the DMA’s objectives.
Apple’s defense
Apple said it was confident that its new European rules complied with the DMA. The company also argued that forcing greater openness could increase exposure to malware, fraud, scams and privacy or security risks.
Those are policy and security arguments from Apple, not findings that settle the legal question. The Commission’s task was to determine whether Apple’s conduct complied with the DMA, even if Apple believed the required changes created additional risks or reduced the security consistency of iOS.
Investigation, finding and rule changes: the timeline
- March 2024: The European Commission opened investigations into Apple’s DMA compliance.
- March 2024: Apple’s EU changes associated with iOS 17.4 took effect, including alternative marketplaces and new commercial terms.
- June 18–19, 2024: Vestager described the Commission’s concerns as “very serious.” Apple maintained that its rules complied.
- Later in 2024: Apple revised its external-linking rules after regulatory feedback, according to later reporting.
- 2025 reporting: MacRumors reported that the Commission had concluded Apple’s anti-steering rules did not comply with the DMA and was considering a comparatively modest penalty while prioritizing compliance. Read the later report.
The stages should not be merged. The June 2024 story concerned serious suspicions during an investigation; later enforcement developments concerned the Commission’s subsequent assessment and Apple’s remediation.
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How large could the penalty be?
Contemporaneous coverage said the enforcement framework being discussed in 2024 could allow a penalty of up to 5% of Apple’s average daily worldwide turnover. Later reporting discussed the DMA’s broader ceiling of up to 10% of a company’s global annual sales, with higher penalties possible for repeated infringements.
These are statutory maximums, not forecasts. A maximum fine should not be confused with an amount Apple was certain to pay. Later reporting suggested the Commission was more focused on obtaining compliant behavior than imposing the largest possible penalty.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What this meant for iPhone users in Europe
The changes did not mean that every EU iPhone owner had to sideload apps or that Apple’s App Store was being eliminated. Users could continue using the standard App Store.
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The potential effects were primarily optional and regional:
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- Some users could install apps through designated alternative marketplaces.
- Developers could gain more ability to communicate external prices and payment options.
- Alternative installation could involve additional warnings, permissions or disclosures.
- App availability and features could differ by country, account region, device and operating-system version.
- Support, refunds, privacy protections and trust signals could vary when a purchase or installation moved outside Apple’s usual system.
For ordinary users, the immediate effect was therefore more choice rather than a mandatory change to how apps were installed.
Why developers faced a complicated decision
Alternative distribution is not automatically cheaper or simpler. A developer must weigh Apple’s fees against payment-processing costs, marketplace discovery, security obligations, customer support, refunds and compliance work.
The impact can also vary depending on whether the developer offers subscriptions or one-time purchases, distributes through Apple or an alternative marketplace, operates its own website, and exceeds the one-million-install threshold associated with the Core Technology Fee.
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1Repair Windows errors before they cause bigger problems2Fix the driver behind crashes, sound loss and screen glitches3Clear out junk files and repair common Windows errorsThat commercial complexity explains why the Commission focused on effective steering. If Apple’s alternative terms were theoretically available but unattractive for many developers, the competitive change sought by the DMA could remain limited.
The broader significance
For Apple, the dispute challenged the economics and control of its App Store ecosystem. For developers, it concerned the ability to communicate prices and reach customers without relying entirely on Apple’s payment and distribution systems. For competitors, it created an opportunity to build alternative marketplaces and services.
Consumers could benefit from more payment and distribution choice, although Apple warned that greater openness could make security and privacy protections less consistent. Whether those benefits outweigh the added risks depends partly on how alternative marketplaces are operated and how clearly users understand the warnings and responsibilities involved.
Vestager’s June 2024 statement was best understood as an early warning: Apple had made major European changes, but the Commission suspected that the changes did not yet deliver the DMA’s practical goal of allowing developers to reach customers and offer outside purchasing options without prohibitive restrictions.
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