The European Union’s Digital Markets Act (DMA) has begun to reshape the digital ecosystem just 18 months after its full application. Designed to curb the power of major online platforms, the DMA has already delivered tangible benefits for millions of consumers across the EU by enhancing user choice, promoting fairness, and fostering innovation.
# Greater Control: Consumers Can Choose Their Default Browser on iOS
As of October 2024, Apple introduced a choice screen in iOS and iPadOS 18.2, enabling users to select their preferred default browser. The list includes widely used browsers such as DuckDuckGo, Opera, Ecosia, and Brave — offering genuine competition to Safari and Chrome.
Before the DMA’s enforcement, Apple’s Safari’s came preinstalled and was automatically set as the default, limiting consumers’ exposure to alternative browsers. The DMA has ensured these choice screens remain neutral, empowering users to make informed decisions while giving smaller browser developers fair access to Apple’s platform.
# Default App Freedom: Users Can Set Alternatives Across Multiple Categories
The DMA has also been instrumental in broadening app choice on iOS devices. Following Apple’s 2024 commitments to address competition concerns around mobile payments and app defaults, users can now select third-party apps as defaults for navigation, messaging, email, camera, and other key functions.
With iOS and iPadOS 18.4, users can replace preinstalled Apple apps entirely via an easily accessible “Default Apps” section in Settings. This marks a fundamental shift from Apple’s past practices, which gave preferential treatment to its own apps, hindering competition among independent developers.
# Open Payment Options: NFC Access Beyond Apple Pay
Another significant development stemming from the DMA has been the liberation of the iPhone’s NFC chip. Previously restricted to Apple Pay, NFC access is now open to other payment service providers. Since early 2025, consumers in several EU countries have begun using contactless payment alternatives such as Vipps in Scandinavia and PayPal in Germany.
This change empowers consumers to select their preferred mobile wallet and encourages a more competitive, innovative payment landscape within the EU.
# Freedom from Forced Gmail Use: More Account Options for Google Users
Alphabet has also adapted its policies in response to the DMA. EU consumers can now create a Google account using any email address, not just Gmail. This eliminates a form of “account tying” that had previously cemented Gmail’s dominance and limited consumer freedom.
By allowing third-party email integration, Google provides more flexibility and reduces dependency on its own ecosystem — aligning with the DMA’s mandate to curb anti-competitive practices.
Compliance Monitoring and Consumer Advocacy
European Consumer Organisation (BEUC) plays a lead role in monitoring how gatekeepers implement these obligations. BEUC’s work combines testing, compliance report analysis, and participation in Commission-led workshops.
Since March 2024, BEUC has filed 17 detailed submissions to the European Commission, flagging instances of potential non-compliance. Two non-comprehensive summaries, published in September and November 2024, outline these concerns, with further updates expected following the latest submissions.
Eighteen months on, the Digital Markets Act has transformed key digital interactions for European consumers. By enforcing openness, transparency, and user choice, the DMA challenges entrenched gatekeepers and allows smaller competitors to thrive.
Baburajan Kizhakedath
