According to PYMNTS.com, the European Commission has been investigating Google Play since March, focusing on technical restrictions that block developers from steering users to outside offers and what it calls excessively high service fees. While Google made policy changes in August to address these concerns, unnamed sources say the EU believes those adjustments fall short. A Google spokesperson told Reuters on December 10 that further changes would risk user safety from malware and scams. This scrutiny comes just a day after the EU announced a separate antitrust probe into Google’s AI and content practices. Google also submitted a proposal in November to address separate EU concerns about its ad tech business.
EU Pressure Mounts
Here’s the thing: Google is basically getting squeezed from all angles in Europe. The Play Store investigation is just one front in a much wider regulatory war. The fact that the Commission isn’t satisfied with the August changes is a big deal. It signals that the EU isn’t just looking for surface-level compliance with the Digital Markets Act (DMA); they want a fundamental reshaping of how the store operates. Google’s safety argument is its go-to defense, but regulators seem increasingly skeptical. They’re asking: is this really about security, or is it about maintaining a lucrative gatekeeper position?
Winners And Losers
So who benefits if the EU forces Google’s hand? App developers, obviously. More freedom to link out to their own websites for subscriptions could mean they keep a much larger slice of revenue, avoiding Google’s service fees. That’s a direct hit to Google’s bottom line. But there‘s a potential loser in the short term: the average user experience. Google isn’t entirely wrong about the fragmentation and security risks. Scam apps and confusing payment flows are real concerns. The market impact here is a classic tech regulation tug-of-war. More competition and developer profit versus a potentially less curated, more complex ecosystem. It’s a messy balance.
A Broader Pattern
Look, this Play Store news didn’t happen in a vacuum. The separate AI investigation announced the day before shows the EU is systematically examining Google’s core profit engines—search, ads, and now the app store. It’s a full-court press. This creates immense operational uncertainty for Google. Every proposed “fix” gets picked apart, and the goalposts might keep moving. For other tech giants, especially Apple with its own App Store battles, this is a crucial precedent. The European Commission is effectively writing the new rulebook for digital markets in real-time, and everyone is being forced to play by it. The question is, how much will it ultimately change the game?
