EU orders Apple to stop geo-blocking on App Store, Music and more

EU watchdogs have issued a formal notice to Apple, accusing the company of engaging in geo-blocking practices on several of its platforms. This action follows a coordinated investigation by the Consumer Protection Cooperation (CPC) Network, which identified restrictions on Apple Media Services, including the App Store, Apple Arcade, Music, iTunes Store, Books, and Podcasts. The CPC Network has called on Apple to adjust its practices to comply with EU regulations.

The investigation revealed that Apple’s services unfairly limit access to European users based on where they live or where their Apple account is registered. These limitations include:

• Online access: Apple Media Services display different interfaces depending on the country where users have registered their accounts. In the app versions of these services, consumers are locked into the country-specific version, and face significant challenges when attempting to change this. This is not allowed under EU’s anti-geo-blocking rules.
• Payment methods: When making paid purchases, users are only allowed to use payment methods, like credit or debit cards, that are issued in the country where they registered their Apple account.
• Downloading apps: The App Store does not allow consumers to download apps available in other EU countries, even if they are travelling or temporarily staying in those countries. Under EU rules, users should be able to access apps from other EU/EEA countries during their travels.

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The CPC Network has cited the Geo-blocking Regulation and the Services Directive as the legal basis for this action. The Geo-blocking Regulation, which was adopted in 2018, prohibits businesses from unfairly discriminating against consumers based on nationality, residence, or location. The Services Directive similarly demands that access to services be free from discriminatory conditions based on nationality or place of residence unless justified by objective reasons.

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Apple now has one month to respond to the EU’s findings and propose solutions to address the concerns raised. If Apple fails to comply, national authorities may take enforcement actions. This case underscores ongoing efforts to ensure fair and equal access to digital services for consumers across the EU.