Today, the European Commission announced its decision regarding Apple’s online advertising service, Apple Ads, and its online intermediation service, Apple Maps. The Commission concluded that these services should not be designated under the Digital Markets Act (DMA).

This decision comes after Apple notified the Commission on November 27, 2025, arguing that these services do not serve as important gateways between business users and end users. The Commission reviewed Apple’s arguments and found that neither service qualifies as a gatekeeper.

Key factors in the Commission's assessment included the relatively low usage rate of Apple Maps in the EU and the limited scale of Apple Ads in the online advertising sector. As a result, the Commission determined that these services do not constitute important gateways for business users.

The Commission will continue to monitor market developments related to these services and will reassess if any substantial changes occur. It is important to note that this decision does not impact Apple’s designation as a gatekeeper for other core platform services made in September 2023 and April 2024.

A non-confidential version of the decision will be made available on the Commission’s DMA website.