The European consumer authorities, including the Netherlands Authority for Consumers and Markets (ACM) and the European Commission, have raised concerns about Apple's unequal treatment of consumers in different European countries regarding access to Apple Media Services, such as the App Store. This action is based on the Geo-blocking Regulation, which prohibits discrimination based on a consumer's residence or nationality.

The authorities have identified three potential violations by Apple related to the App Store, including restricting access based on the country of residence, preventing app downloads from other countries, and limiting payment methods to the country of card issuance. Apple has been given one month to address these issues or face possible sanctions.

The Geo-Blocking Regulation, implemented in 2018, requires businesses to treat all consumers in the EU equally, regardless of their nationality or place of residence. It aims to prevent discrimination and ensure fair access to goods and services across the European market.

The European consumer authorities collaborate with the European Commission through the CPC network to enforce consumer protection rules and ensure companies operating in multiple European countries comply with regulations safeguarding consumer rights.