EU Tells Apple to Stop Geo-Blocking on iTunes, App Store, among other services.

This move of the European Union was a major regulatory decision because they have now declared Apple must stop geo-blocking restrictions on services like the App Store. This decision implies that Apple will have to permit consumers in all the EU member states to access digital goods as the other consumers. The EU push is a major move towards breaking down digital walls and ensuring a single digital market within the union. Let’s look at what this means for Apple and its consumers. Geo-blocking: what it is and why does the EU dislike it?

Geo-blocking is a common strategy employed by digital organisations to limit applications, services, or information by a user’s location. For instance, there are some apps or content available in a section of the countries only, so it restricts users from getting it if they are not in that region. The EU case for geo-blocking is that it destroys the concept of a unified market in Europe whereby users should have equal access to digital services across the members.

For years, the EU has been against geo-blocking practices adopted by such companies as Apple, which it said went against the principles of digital freedom and clients’ choice. With this order, the EU is putting pressure on Apple to open up for a vision of a digital economy where the power to control access is not geography.

How will this affect the users of the Apple company?

To Apple users, this can be huge, as this ruling could potentially root out their cybercriminals. Applicants will be able to download and purchase applications, films, and other products on the App Store unhindered by local restrictions if Apple gives in to these policies on geo-blocking. This could be the ability to download a wider number of applications that were earlier available only for a specific country or region, which will be good news for frequent travellers and the inhabitants of small markets that face the lack of available content.

Apple is likely to have to change the regional pricing for applications and licensing agreements to fit this ruling, but it will be beneficial to users and developers alike since the developers will be able to reach a wider audience throughout Europe.

Where Next for Apple and the EU?

Apple is likely to do so in the coming months to meet the government’s directives, but this order could be a precedent for other markets as well. Such action in the EU is recent but symbolises the global trend against restrictive institutional practices in the digital space, and other firms can expect the same actions in the future. For now, Apple’s European customers can at least eagerly anticipate that the digital environment in Europe will become less controlled than it has been up until now, which can also be seen as another step towards the EU and its sixth digital single market that was announced earlier this year.