Just last week, the world's largest company lost its appeal over a €13 billion tax bill. It was fined €1.8 billion in March over app store rules. And it's got three investigations that could see it fined for not complying with the EU's Digital Markets Act (DMA) requirements.
Apple's main focus last week was the launch of its splashy new iPhone "built for Apple Intelligence," which promises to use AI to write messages, create a movie and make restaurant bookings.
But not in the European Union, where "regulatory uncertainties" mean the company won't roll out the feature.
Apple's biggest regulatory woes focus on its app store. It has morphed from a device manufacturer into an app platform that generated $383 billion in revenue in its fiscal year ending September 2023. It draws about a quarter of its massive revenue from Europe.
The company has nevertheless moved to comply with the new EU rules. It drafted a compliance plan earlier this year, hitting back at criticism of that in March by explaining that its engineers “were basically forced to kind of draw on a blank slate” when coming up with new business terms.
"They're definitely under pressure, otherwise they wouldn't be making those changes," said Francisco Jeronimo, vice president of devices in Europe, the Middle East and Africa at market research group IDC.
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