The EU deals out tepid DMA fine to Apple, but potentially meaningful change

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Finally, the European Commission has fined Apple €500 million ($570m) for breaching the Digital Markets Act.

I imagine at Apple HQ, executives have ordered staff to check the backs of its sofas for the pocket change. As a reminder: the company has a market cap of more than $3 trillion (despite President Trump’s trade wars).

Of course, the ruling calls for the tech giant to abandon its anti-steering measures altogether and allow publishers freedom, finally, to tell consumers that hey, there are better offers. Competition is okay, apparently. In principle, this is great news for developers.

Apple has previously tried to circumvent the DMA with an increasingly confusing set of alternative business terms, which basically told publishers it still owns iOS users outside of the App Store – and that you better pay up.

Also worthy of note, the EC also revealed its preliminary findings from its investigation into those business terms. Surprise! The regulator said Apple failed to comply. “Overly strict requirements” are hampering developers’ ability to distribute their apps through alternative marketplaces, read a statement.

Playing politics

We’ll see what really happens in the coming months and years. The EU has clearly had to rein itself in when it comes to DMA enforcement when it comes to American companies like Apple and Meta due to uncertainties around the Trump administration’s response, as previously reported.

The EU and the US are currently undergoing trade negotiations around the infamous tariffs, along with most countries around the world. All somehow set to be completed within a few months.

For context: this fine is lower than previous ones. Last year Apple was fined €1.8 billion over “abusive” App Store rules for music streaming providers. If the EU wanted to, it can fine a company 10% of its global turnover, and up to 20% for repeat offenders.

We asked the Mobile Mavens what they think of the matter. The Games Fund co-founder and managing partner Ilia Eremeev said DMA enforcement is a “meaningful step forward to creating a more open, competitive digital environment”.

“The implications are far-reaching and ultimately positive, and not just for Europe, but also for US companies and consumers,” he said. “This ruling encourages a more level playing field where innovation isn’t bottlenecked by gatekeeping. It supports startups looking to enter global markets, strengthens user trust, and aligns with broader conversations happening in the US about tech accountability.”

Dutch Games Association GM Martine Spaans said it’s unlikely Apple will accept the fine without a fight, judging by its first public statements. “It could certainly help if game developers, publishers and platforms share any findings on Apple’s further non-compliance with DMA with the European Commission.”

Prior to Epic Games CEO Tim Sweeney’s international crusade against Apple, it was rare for anyone working in the games industry to go on the record criticising it. How times have changed.

We’ll see how Apple tries to get itself out of this one.