The European Commission (EC) and EU consumer protection authorities have demanded Apple end its geo-blocking practices across its digital media services, citing violations of EU regulations.
The joint action targets Apple's digital storefronts, including the App Store, Apple Arcade, Apple Music, iTunes Store, Books and Podcasts apps. An investigation led by consumer protection agencies from Belgium, Germany and Ireland revealed that Apple's services maintain different user interfaces for different EU countries.
Users are restricted to accessing only their registered country's interface within these apps, with limited ability to switch between regional versions. The investigation also found that consumers can only make purchases using payment cards issued in their Apple account's registered country.
The practices appear to breach EU anti-geo-blocking rules, which prohibit unjustified discrimination between EU customers based on nationality, residence or location when purchasing goods and services across borders.
Consumer protection authorities highlighted that users should have the freedom to download apps available in other EU/EEA countries when traveling or temporarily staying abroad. The current restrictions imposed by Apple's regional locks prevent this basic consumer right.
The tech giant now has 30 days to respond to these findings and propose solutions to address the identified geo-blocking issues. Should Apple fail to adequately resolve these concerns, national consumer protection agencies retain the authority to take enforcement action to bring the company's practices in line with EU regulations.
This coordinated action demonstrates the EU's ongoing efforts to enforce digital market regulations and protect consumer rights across the single market. The outcome could reshape how digital service providers implement regional restrictions within the EU.
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