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The business of U.S. giants is all over the world, and in some countries and regions, some local departments will specifically adjust the business of U.S. giants to avoid U.S. companies from overly leaning towards their own business, in other words, antitrust.
Most U.S. companies are related to these three words, and are often regarded as an important part of the work content in some regions. However, the changes made by US companies are limited, and only the painless fines will not play a big role, and relying on verbal supervision will have no practical effect.
Finally, the time came, and the European Union officially announced the introduction of two major bill rules for a group of US business giants. What role can these bill rules play? How will U.S. companies such as Apple change?
The European Union officially announced that two major bills of rules were introduced
Looking at various brand value rankings, global revenue rankings and other lists, the top of the list and ranking are basically American companies. In the corresponding field, the world's highest market capitalization companies can always see the figure of American companies.
If nothing else, relying solely on the technology and Internet giants in Silicon Valley in the United States, which one is not a world-class existence. When market share is concentrated in the hands of these giants, more is wanted.
They do not think about how to open the market, how to build and share, how to progress with their peers, but how to formulate rules that are beneficial to their own products and services, and how to firmly grasp the market. The more we develop in this direction, we will gradually embark on the road of monopoly.
As a result, all kinds of favorable rules and measures are carried out around the company, and a solid wall system is established. For this phenomenon, the EU is no longer silent, officially announced the decision, a total of two major bill rules for the INTRODUCTION of US giants.
The rules of these two bills are the Digital Market Act and the Digital Services Act, which have in common that they are all designed to curb large U.S. technology companies from complying with market rules, so that Apple, Google and other companies can operate within a reasonable range.
The difference is that the former fines up to 20% of annual turnover, the latter 6% of annual turnover, but if the rules of the Digital Services Act are seriously violated, the worst case scenario is to ban business in the EU, which is equivalent to excluding it from the market, which is more than just a fine.
More differences are also that the digital market law is geared toward antitrust, curbing monopolistic behaviors such as Apple's App Store high commission, Google's favoritism for its own mailbox, and search tools.
The Digital Services Act focuses on platforms' regulatory responsibilities for content and targeted advertising management.
Regardless of the content of the rules of these two bills, the role played is obvious. The most obvious thing is that it will make the US technology giants reformulate the commercial deployment plan and give up the original tendency advantage in the European market. Putting the choice in the hands of users, rather than providing the services of their own platform by default, isolates peers from the ecosystem.
More typical is that Apple has not opened third-party payment, can only pay through the Apple Payment system, when the user downloads the application in the App Store and generates payment recharge, Apple can extract 30% of the service fee.
Because there is no third-party payment platform involved, the App Store contributes huge profits to Apple every year. However, this situation may change in the future, especially Apple and Google, which are the first to bear the brunt of it, and neither of them can run.
How will U.S. companies such as Apple change?
A number of U.S. companies have ushered in exclusive customized rules, and the ultimate purpose of the EU's new regulations is to allow U.S. companies to change their strategies in the market. In this regard, how will Apple and other US companies change?
Because the rules involve a large area, involve many contents, and there are many US companies that meet the conditions for rectification of the rules, so taking Apple as an example, it will be found that there will be about three major changes.
The first level: changing the way App Store payments are made.
Apple users know that the App Store's payment system only has pay and does not support third-party payment systems. Because once supported, Apple will lose the opportunity to take a cut. But the need for Apple to open up third-party payment systems has been highlighted more than once by the European Union, so changing the Way the App Store pays will be a big direction.
The second level: change the way apps are downloaded from the Apple App Store.
The EU wants Apple to make changes that go far beyond payment methods and download apps from third-party app stores, just like Android phones. Users are free to download apps on the Internet, third-party app stores, and more.
It is equivalent to allowing Apple to support sideloading and align with the openness and freedom of the Android system. However, on this point, Apple may not compromise, open sideload is related to user privacy, system security, Apple is afraid that it will try to avoid sideloading.
The third level: change the default use of Apple voice assistant, software services.
The reason why Apple's ecology is strong and can form an independent and controllable closed-source ecosystem is because Apple has perfect, independent functional services and applications.
The browsers, search engines, intelligent voice assistants, etc. that users want have their own corresponding products, so Apple does not rely on third parties.
But the EU is clearly reluctant to see Apple so partial to its own default function applications, and wants Apple to change the default use of services, including Siri, which requires users to provide third-party options when they use intelligent voice assistants for the first time.
summary
The European Union has introduced strict rules for US technology giants, and US companies such as Apple and Google cannot run away. The changes that Apple alone could make are enormous, let alone other U.S. companies.
An anti-monopoly storm swept through the US giants, and after the storm, only peace and stability remained.
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