The European Commission has issued its first fines under the Digital Markets Act (DMA), penalising Apple and Meta for non-compliance with the EU’s newly enforced digital rulebook. The landmark enforcement move saw Apple fined €500 million for app store-related breaches, while Meta received a €200 million penalty for its controversial “pay or consent” advertising model on Facebook and Instagram.
The DMA, which came into effect in 2024, imposes stringent operational requirements on so-called “gatekeeper” tech companies to ensure fair competition and user choice in the EU digital market. The penalties follow year-long investigations into the conduct of the two US-based technology firms.
In addition to the fine, Apple has been issued a cease-and-desist order and must implement further changes to its product ecosystem by late June. Failure to comply could result in daily fines. Meanwhile, Meta’s model, which prompted users to either consent to data tracking or pay for an ad-free experience, is under ongoing scrutiny despite recent adjustments made to comply with the law.
Though significant, the fines are less severe than previous antitrust penalties imposed by Brussels: Apple was fined €1.8 billion last year over its dominance in music streaming, while Meta received a €797 million fine for favouring its classified ads service.
Acknowledging this context, a senior EU official noted the Commission had considered the novelty of the DMA and the short duration of Meta’s infringement when setting the fines.
Wednesday’s announcement included five decisions under the DMA. While Apple and Meta faced penalties, both also received partial reprieves. The Commission closed an investigation into Apple’s handling of browser and default app settings—acknowledging steps that enabled competitors like Mozilla to gain traction on iOS. Additionally, the Commission removed Facebook Marketplace from the DMA’s scope, lightening the regulatory load for Meta.
However, enforcement against Apple is far from over. The Commission has also issued the company a statement of objections over its approach to alternative app marketplaces, opening the door to further sanctions.
Commissioner Teresa Ribera, announcing the fines, stated: “Apple and Meta have fallen short of compliance with the DMA by implementing measures that reinforce platform dependence. Our enforcement is firm but fair, grounded in clear, predictable rules.”
In response, Apple spokesperson Emma Wilson said the firm would appeal the ruling, calling it “yet another example of the European Commission unfairly targeting Apple.” Meta’s Joel Kaplan, Global Affairs Chief, labelled the fine a “multi-billion-dollar tariff” and accused the EU of applying double standards that favour non-American firms.
The move comes amid broader geopolitical tensions, with the Trump administration in Washington warning of potential retaliatory action. Despite this, Commission President Ursula von der Leyen last week reaffirmed the bloc’s commitment to enforcing digital market rules, stating that Europe “will not be distracted from its duties.”
