Apple has been found to be in violation of new EU competition rules aimed at promoting fair competition among tech companies and providing consumers with more choices in app stores. The European Commission, which serves as the EU's antitrust and technology regulator, conducted an investigation into Apple's practices and sent its preliminary findings to the company. According to the European Commission, Apple's rules for app developers do not comply with the Digital Markets Act (DMA) as they restrict developers from directing consumers to alternative channels for offers and content. This limits competition and hinders consumers from accessing cheaper and alternative apps. Apple has the opportunity to appeal the preliminary findings.