EU warns Apple of geoblocking practices with its Apple Media Services

apple vs eu

The European Commission has Apple in its sights once again. This time it’s about a possible violation of anti-geoblocking rules, regarding Apple Media Services.

Apple again scores bad points with the European Commission. The EU announced in a press release that it has “notified Apple” that it may be violating EU anti-geoblocking rules. According to a Consumer Protection Commission (CPC) investigation, Apple allegedly discriminates against European users based on where they live. This discrimination affects Apple Media Services, such as the App Store, Apple Music, Apple TV+ and more. Apple now has a month to make commitments to address the geoblocking practices.

Discrimination residence

Consumer Protection (CPC) conducted a “coordinated investigation” into Apple. That investigation revealed a number of Apple Media Services restrictions that unlawfully discriminate against European consumers based on where they live. More specifically, these would include restrictions related to online access to Apple Media Services, discrepancies in payment methods and app availability.

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Apple Media Interfaces differ between countries in the EU and EEA. This means that in the app version, consumers can only access the interface from the country where they registered their Apple account. Because users cannot access the interface of other countries, they are also unable to download apps offered in other countries. Moreover, consumers can only use payment methods issued in the country where they registered their Apple account.

Bad points

Apple will now have one month to respond to the investigation’s findings. The company will have to “propose commitments to address geoblocking practices.” Then the CPC Network can initiate a dialogue. If Apple is unable to make those commitments, the European Commission may take enforcement action against the company.

This is not the first time Apple has come into contact with the European Commission. A possible first DMA fine is currently pending for Apple, related to the App Store. Apple is allegedly undermining alternative iOS app stores and thereby failing to comply with steering rules under the Digital Markets Act.