Apple marketing boss: EU digital rules have “insane effects”

In the run-up to the new DMA regulations that Apple wants to implement in the EU (or must), the world’s worldwide head of marketing, Greg “Joz” Joswiak, has suffered massive criticism of the current regulation. In an interview with the Frankfurter Allgemeine Zeitung (FAZ), he said that the EU’s decisions had “insane effects on Apple and our European users”. By this, Joswiak means the forced opening of the platforms of so -called gatekeepers (goalkeeper), Apple was explained to the iPhone and iPad and is therefore subject to sharp regulation.

Functions not in the EU

Joswiak said that it was about a “gigantic threat to privacy and security”. Among other things, the group believes that Apple should also forward its notifications under iOS to devices from external providers. Iphones should also connect with foreign computer watches as well as with the Apple Watch. Apple fears data security. The group also sees an enormous technical effort.

According to the FAZ, Joswiak considers the guidelines of the EU to be hostile to innovation. Apple had worked for a long time and hard to ensure that his headphones worked so well with its other devices – in the future the group in the EU must ensure that this also applies to the products of its competitors, he told the newspaper. This is technically a big challenge because “we don’t know the technical details of the competitive products as well as that of our own”.

“Significantly delayed”

Joswiak said this needed “additional time”. Innovations could “only be delayed much time” into the EU. Maybe some would no longer find their way to the EU in the future, he told the FAZ. Incidentally, this is not new: Even the popular iPhone-Mirroring has not yet come to the European Union-according to Apple from regulatory problems.

The Apple manager also criticized that Google is not so badly affected by these things. “Apple is the only company that is subject to these interoperability requirements,” said Joswiak to the FAZ. This is “crazy”, after all, the Android operating system in Europe is much more common.