The European Commission today imposed a €500 million ($890 million) fine on Apple for preventing app makers from pointing users to cheaper options outside its App Store.

Apple and Meta have to comply with the decisions within 60 days or risk unspecified “periodic penalty payments”, the commission said.

The decisions were expected to come in March, but officials apparently held off amid an escalating trans-Atlantic trade war with US President Donald Trump, who has repeatedly complained about regulations from Brussels affecting American companies.

The penalties were issued under the EU’s Digital Markets Act, also known as the DMA. It’s a sweeping rulebook that amounts to a set of dos and don’ts designed to give consumers and businesses more choice and prevent Big Tech “gatekeepers” from cornering digital markets.

The DMA seeks to ensure “that citizens have full control over when and how their data is used online, and businesses can freely communicate with their own customers”, Henna Virkkunen, the commission’s executive vice-president for tech sovereignty, said in a statement.

“The decisions adopted today find that both Apple and Meta have taken away this free choice from their users and are required to change their behaviour,” Virkkunen said.

Both companies indicated they would appeal.

Apple accused the commission of “unfairly targeting” the iPhone maker, and said it “continues to move the goal posts” despite the company’s efforts to comply with the rules.

Meta chief global affairs officer Joel Kaplan said in a statement that the “Commission is attempting to handicap successful American businesses while allowing Chinese and European companies to operate under different standards”.

In the App Store case, the commission had accused the iPhone maker of imposing unfair rules preventing app developers from freely steering consumers to other channels.

Among the DMA’s provisions are requirements to let developers inform customers of cheaper purchasing options and direct them to those offers.

The commission said it ordered Apple to remove technical and commercial restrictions that prevent developers from steering users to other channels, and to end “non-compliant” conduct.

Apple said it had “spent hundreds of thousands of engineering hours and made dozens of changes to comply with this law, none of which our users have asked for”.

“Despite countless meetings, the commission continues to move the goal posts every step of the way,” the company said.

The EU’s Meta investigation centred on the company’s strategy to comply with strict European data privacy rules by giving users the option of paying for ad-free versions of Facebook and Instagram.

Users could pay at least €10 euros a month to avoid being targeted by ads based on their personal data. The US tech giant rolled out the option after the European Union’s top court ruled Meta must first get consent before showing ads to users, in a decision that threatened its business model of tailoring ads based on individual users’ online interests and digital activity.

Regulators took issue with Meta’s model, saying it doesn’t allow users to exercise their right to “freely consent” to allowing their personal data from its various services, which also including Facebook Marketplace, WhatsApp, and Messenger, to be combined for personalised ads.

Meta rolled out a third option in November giving Facebook and Instagram users in Europe the option to see fewer personalised ads if they don’t want to pay for an ad-free subscription. The commission said it’s “currently assessing” this option and continues to hold talks with Meta, and has asked the company to provide evidence of the new option’s impact.

“This isn’t just about a fine; the Commission forcing us to change our business model effectively imposes a multi-billion-dollar tariff on Meta while requiring us to offer an inferior service,” Kaplan said.

“And by unfairly restricting personalized advertising the European Commission is also hurting European businesses and economies.”