Apple Faces EU Antitrust Probe Over iCloud Preferencing

Italy’s competition regulator has kicked off a formal investigation into Apple. The company’s accused of favoring its own iCloud storage service over competitors. This marks the first probe led by Italy under the EU’s Digital Markets Act (DMA), a major regulation aimed at preventing big tech platforms from trapping users in their ecosystems.

What’s Being Investigated

The main accusation is clear: Apple might be making it tougher for iPhone and iPad users to switch to other cloud storage services like Google Drive, Dropbox, or Microsoft OneDrive. Instead of treating these services equally, the claim is that Apple’s devices and software are designed to nudge users toward iCloud, often without them even noticing.

This issue ties into what the DMA refers to as “interoperability obligations.” These legal requirements demand that gatekeepers—like Apple, Google, and Meta—allow third-party services to operate as smoothly as their own offerings. Imagine it like a standard for power outlets: every plug should work, not just the one made by the company that built the wall.

The Autorità Garante della Concorrenza e del Mercato (AGCM) in Italy is spearheading this investigation, which was announced on June 16, 2026. This is significant because the European Commission in Brussels has usually driven DMA enforcement. Italy taking charge shows that national regulators across the EU are becoming more confident in independently addressing DMA violations.

Why iCloud Specifically?

iCloud is woven into Apple’s ecosystem. When you set up a new iPhone, iCloud backup is activated by default. Photos sync automatically to iCloud Photos. App data, messages, and device settings all go there. While competing services can do the same jobs, they require users to jump through hoops to set them up. Meanwhile, Apple’s prompts and reminders keep steering users back to iCloud.

Critics believe this isn’t just savvy product design. It resembles a supermarket placing its own brand items at eye level while hiding rivals on the lower shelves. Regulators want to find out if Apple is promoting iCloud because it genuinely offers a better experience or simply because Apple controls the shelf space.

Apple’s Growing Regulatory File in Europe

This investigation isn’t an isolated incident. Apple has faced ongoing regulatory scrutiny in the EU since the DMA went into effect in March 2024. Previous actions have addressed the App Store’s payment rules, browser choices on iPhones, and Apple’s compliance with requirements to open its NFC chip (used for contactless payments) to competitors. The iCloud investigation adds yet another layer to this ongoing battle.

The DMA means business: companies found in violation can face fines up to 10% of their global annual revenue. For Apple, which reported over $390 billion in revenue in fiscal year 2024, this could mean tens of billions of dollars in penalties—though actual fines tend to be lower.

What This Means

For everyday iPhone users in Europe, a successful investigation could lead to a more balanced cloud storage landscape. You might see competing apps getting better visibility, easier options for switching defaults, or Apple being compelled to ensure third-party services work just as smoothly as iCloud for backups and photo syncing.

However, these investigations take time. The DMA process usually involves months of document reviews, company responses, and possible hearings before any decisions get made. So, don’t expect immediate changes to your iPhone just because of this announcement. If regulators find Apple in violation and issue a formal order, Apple would likely need to update iOS across all EU countries, which could lead to changes happening globally.

For users outside the EU, this investigation is still worth following. EU regulatory pressure has a history of prompting Apple to implement changes that ultimately affect everyone. The iPhone’s USB-C port, mandated by EU law, is a recent example.

Community Reactions

“Honestly, the iCloud default thing has always felt a little pushy. Every time I try to use Google Photos, it feels like the phone is working against me.”

“EU regulators are doing more for consumer choice than anyone else right now. Whether you like their methods or not, the USB-C thing alone was a win for everyone.”

What To Watch

• Italy’s AGCM investigation timeline: Formal DMA probes typically last six to twelve months before a preliminary finding is released. Keep an eye out for any interim requests for information sent to Apple, which would indicate the investigation is progressing.
• European Commission coordination: The Commission can take over or collaborate with national probes if they have cross-border implications. If Brussels steps in, the case’s scope and pace could change drastically.
• Apple’s response: Apple hasn’t publicly commented on the Italian probe yet. Any statement from the company will clarify whether it intends to contest the investigation or adopt voluntary compliance measures.
• iOS 27 and future software changes: Apple is set to unveil significant software changes in iOS 27. If there are any DMA-driven adjustments to how iCloud is presented or how competing services integrate, expect to see them there first.

Sources: 9to5Mac | MacRumors