The European Union issued a directive on Tuesday ordering Apple to cease the practice of geo-blocking—restricting content based on a user’s location—across several of its digital platforms. Apple services affected include the App Store, Apple Arcade, Music, iTunes Store, Books, and Podcasts, with the EU warning that non-compliance could result in enforcement action.
The European Commission, the EU’s executive arm, outlined its concerns over what it considers unjust geo-blocking practices within Apple’s digital ecosystem. Commissioner Margrethe Vestager emphasized that consumers in the EU should have equal access to content regardless of their nationality or residence. Vestager, who leads the EU’s digital and competition policies, stated, “We are stepping up the fight against geo-blocking. No company, big or small, should unjustly discriminate against customers based on their nationality, place of residence, or place of establishment.”
The Commission noted that Apple has one month to present a response with specific commitments to address these geo-blocking practices, which may otherwise lead to intervention by EU national regulators. Apple’s geo-blocking practices have long been criticized for limiting user access to content available in other regions and for creating price differences based on geographical location. The Commission’s investigation found that certain Apple services—particularly those related to media, apps, and subscription content—appear to employ barriers that prevent users from accessing content available in other EU member states.
Geo-blocking policies can affect users by restricting app purchases, limiting subscription options, and segmenting media availability depending on where a user is located. The EU maintains that these restrictions contradict its principles of a single digital market. The practice has faced scrutiny as it can create inconsistencies in user experience and price differences across member states, potentially violating EU competition laws.
The EU’s single market rules prohibit companies from imposing artificial restrictions on digital content across borders within the region, aiming to ensure uniform access for EU residents. Apple has previously stated that some geo-blocking restrictions relate to content licensing agreements and distribution rights, which vary by region, though the Commission remains firm in its stance against any unjustified barriers.
Should Apple fail to meet the EU’s requirements, national regulators across the EU would have the authority to enforce compliance, including possible penalties. This directive follows other EU moves aimed at curbing geo-blocking practices, which the Commission views as anticompetitive and a hindrance to a unified digital market.
As the EU tightens oversight over tech giants, this directive to Apple is the latest signal of the bloc’s commitment to ensuring fair and unrestricted access for digital services across Europe. Apple has not yet issued a public statement regarding the Commission’s order, but its forthcoming response will be closely watched by both regulators and digital rights advocates.
