These changes will take the spotlight in 2023.īut Apple’s advertising and ad tech could also come under scrutiny this year, including its SKAdNetwork attribution system and methods for crediting mobile conversions (largely in Apple’s own favor). The DMA, for instance, requires Apple to allow third-party app stores, like Microsoft, and outside payment services. Other countries are watching what’s happening in that market and devising antitrust strategies of their own. Although the fine is inconsequential (and the court omitted any behavioral remedies that would force Apple to comply with specific changes, because Apple is already required to change its practices in order to comply with the DMA), the ruling is evidence that European regulators have their eye on Apple.īut there will also be major practical changes for Apple beyond Europe. In December, a Paris court fined Apple $1 million for “abusive” App Store policies, including forcing developers to use Apple’s payment processing. Specifically, Apple’s lawyers will be busy with the EU’s Digital Markets Act (DMA), a law limiting the power of major consumer tech companies. Apple’s antitrust concerns stem from its “services” revenue, which includes advertising and fees tied to app-based monetization.
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