Could Apple pull out of the EU?

7% is a lot of a LOT

A few readers have asked about my speculation that Apple, along with the other DMA-designated gatekeepers (none of which are European companies of course), might reasonably pull out of the relatively small EU market rather than risk facing disproportionately large fines from the European Commission. The DMA allows the EC to fine gatekeepers up to 10 percent of global revenue (which would hit a hardware-based company like Apple particularly hard) for a first offense, and up to 20 percent for subsequent fines. But the EU represents only 7 percent of Apple’s revenue… More here.

When you look at the numbers of which 7% is low there is an instant thought that Apple leaving the EU is possible. However, being a worldwide company is important, especially for FaceTime and iMessage etc, and so I find it highly unlikely.

Some thoughts from the McGST WhatsApp group-

“if it did happen, might be the only advantage of Brexit? Keeping my iPhone?”

“and doesn't doing that just give monopoly to Android in EU? Isn't that also kind of against what they want?”

“its like the EU is an anti-goliath arms dealer, but providing Davids with bazookas instead of stones".”

“I mean at the risk of playing devils advocate, or sounding like a fence sitter, isn’t this a reasonable example of the kind caution about Brussels Brexiteers were pointing out?”