By Vicky Sidler | Published 17 July 2025 at 12:00 GMT+2

Apple has gone full courtroom drama again—this time appealing a €500 million ($587 million) EU fine for breaking new Big Tech rules, according to Reuters. The fine? It’s for making it too hard for app developers to steer users away from Apple’s own App Store deals.

And while you’re not exactly running a $3 trillion empire from your kitchen table, there’s a reason you should care. This case is all about control, user choice, and how the rules of online platforms affect the businesses that rely on them.

So if you’ve ever been penalized for sending customers to your website instead of playing nice on a third-party platform (looking at you, Etsy and Facebook Shops), Apple’s mess might feel strangely familiar.

TL;DR

• Apple is appealing a $587M EU fine for restricting app developers from linking to cheaper deals off the App Store.

• The EU says Apple broke Digital Markets Act rules designed to curb Big Tech power.

• Apple says the rules are “confusing for developers and bad for users.”

• The company updated its rules to avoid even bigger daily fines while it challenges the fine in court.

• For small businesses, the lesson is clear: don't build your whole business on someone else’s platform.

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The Background: Apple vs. Europe (Again):

The EU’s Digital Markets Act (DMA) is basically a “don’t be greedy” rulebook for Big Tech. One of its goals is to make life easier for app developers—and, by extension, users—by giving them more freedom to point customers to better deals outside of major platforms.

But Apple wasn’t thrilled. They had built the App Store like a gated community with high Homeowners Association fees. If a developer wanted to tell users “hey, it’s cheaper on our website,” Apple made them jump through hoops—or simply blocked them.

That’s what got them in trouble.

What Apple Did (And Why It Matters to You):

According to the European Commission, Apple placed both technical and commercial restrictions on app developers—effectively stopping them from linking out to cheaper subscription options. The regulators say this breaks the DMA, and they slapped Apple with a fine to prove it.

Apple’s response? They appealed. And quickly—on the final day to do so.

Their statement:

“We believe the European Commission's decision—and their unprecedented fine—go far beyond what the law requires… As our appeal will show, the EC is mandating how we run our store and forcing business terms which are confusing for developers and bad for users.”

You know what’s also confusing for developers? Being penalized for trying to sell your own product in your own way.

Avoid the Platform Trap:

Here's where it gets relevant to your small business:

If you’re relying heavily on a third-party platform—whether it’s Apple, Amazon, Etsy, Instagram, or any marketplace that controls access to your customers—you’re playing by someone else’s rules.

And those rules can change.

Overnight.

So what should you do?

3 Platform-Proofing Moves for Small Businesses:

As a StoryBrand Certified Guide and Duct Tape Marketing Consultant, I’m all about sustainable marketing systems. And that starts with building on your own turf. Here’s how to begin:

1️⃣ Make your website the hub:

Your domain should be where traffic lands, not just where it’s redirected. Make your site fast, clear, and easy to navigate. And yes, that includes mobile.

2️⃣ Own your messaging:

When you tell a clear story about what you do, who it helps, and why it matters, people remember you—even if a platform throttles your reach. Use a brand one-liner that sticks.

3️⃣ Grow your list like it pays the rent:

Because someday, it might. Social media followers aren’t yours. Email subscribers are. Use lead magnets (like my 5-Minute Marketing Fix) to capture attention and build real relationships.

Why Clarity Beats Compliance:

Apple can afford a half-billion-dollar fine. You can’t. But both you and Apple face the same fundamental challenge: getting customers to understand why they should choose you.

And that starts with clarity. Not just in your pricing or offers—but in how you talk about your business.

Because whether you're fighting an EU fine or just trying to win the next sale, confused customers don't buy.

👉 Get clear fast with the 5-Minute Marketing Fix.

It’s free, it’s fast, and it helps you explain what you do in one sharp sentence—no court battle required.