EU Digital Markets Law Increases User Choices on Devices

Europeans can now choose their default browser on mobile devices, pay with rival apps and message across different platforms under rules that took effect in recent years. The most visible changes include new choice screens that appear on iPhones, allowing users to set alternative browsers or payment apps as defaults.

EU residents can also install apps from outside official stores and use third-party payment solutions. For example, users in Germany pay via PayPal while those in Scandinavia have access to local payment apps on Apple devices. Cross-platform messaging has also begun.

A user of BirdChat, a Latvian start-up, can now send messages to someone on WhatsApp, which was not possible before. "Today, consumers are able to choose their preferred browser on iOS through what we call a choice screen. We also started to see that consumers are able to exchange messages from BirdChat with someone who is on WhatsApp," a representative of the start-up told Euronews.

Research indicates that choice screens are effective at shifting behavior. Data from six companies tracked by Reuters shows EU users moving away from default browsers such as Chrome and Safari toward privacy-focused alternatives. Mozilla, maker of Firefox, reports strong user retention among those who select its browser via the mandated screens and credits growth in the region to the rules.

However, not all users view the changes as improvements. Consumer surveys show that simple digital tasks now require more steps for many people, with up to 66 per cent of frequent users noting longer searches and some reporting less relevant results.

The company said compliance with the rules has affected how it rolls out features in the region and delayed the launch of iPhone Mirroring for European users.

Brussels, officials and consumer groups describe an ongoing process of engagement with the largest technology companies. The Commission has demonstrated its willingness to impose financial penalties. In April 2025, one company was fined €500 million for violating anti-steering rules that prevented developers from telling users about cheaper offers elsewhere.

Another received a €200 million fine for its advertising model, which regulators ruled did not provide users with a genuine alternative. Both companies have appealed. No fines have been issued specifically for default-choice violations, though officials closed a probe into one company's browser choice screen after it agreed to improve usability.

Consumer groups are now considering issues beyond the current rules, including the integration of artificial intelligence into platforms. Officials have opened an investigation into one company's decision to integrate AI without offering users the option to opt out or choose an alternative.

Consumer organizations have called for extending interoperability rules to social media platforms so users can communicate across networks without being subject to unchosen algorithms. They also suggest that cloud services and AI infrastructure should be included as they become central to the digital economy.

One representative described the situation as a "ping-pong between the Commission and the gatekeepers" and said implementation by companies is making the exercise of rights more difficult for consumers. The rules form part of a wider geopolitical discussion.

Critics in Washington have described the law as a protectionist measure aimed at American firms. Several of the designated gatekeepers have headquarters outside Europe. Officials maintain that the law is based on company size and market power rather than nationality.

Consumer awareness efforts continue, as surveys indicate many citizens remain unaware of the changes.