The article discusses Apple’s App Store policies in the context of current technological shifts such as the rise of generative AI and the legal challenges posed by the EU’s Digital Markets Act (DMA). It explores the tension between Apple’s control of its ecosystem, which has benefited many, and the negative consequences of such control. Furthermore, it highlights the complexities and dilemmas the EU faces in implementing the DMA to balance competition and user safety, without compromising the security and reliability of Apple’s platform.