The European Commission has issued a stern warning to Apple to stop its geo-blocking of content and services. Apple’s territorial restrictions on Apple Media Services, including the App Store, Apple Arcade and other digital services, could breach EU regulations, the Commission said.

European Union wants Apple to end its geo-blocking policy

The European Commission and the EU Consumer Protection Network referred in particular to the EU’s Geo-Blocking regulation and the Services Directive. This prohibits discrimination based on nationality, residence or place of establishment in the EU, it said.

‘Apple has long used its influence to dictate the digital environment, often to the detriment of consumer choice and competition. These geo-blocking tactics contradict the principles of the EU market and we will not hesitate to enforce our rules,’ an EU spokesperson said in a statement.

Of course, this is not the first time the EU has faced Apple’s restrictive policies. The USB-C charging mandate, which comes into effect at the end of 2024, forced Apple to abandon the Lightning port. The EU also asked Apple to allow third-party app stores on iPhones sold in Europe.

While Apple has so far resisted many EU pressures, it is likely to comply with the Commission’s latest directive. This means that, at the very least, users in the EU will be freed from various geographical restrictions. These include digital access, payment methods and many location-dependent services such as file downloads.