Why cloud choice matters — and why Europe should care
Introduction
Today, billions of people rely on cloud synchronization to keep their devices usable.
Contacts, calendars, photos, notes, messages, and app data are no longer stored on a single device — they live in the cloud.
But on Apple platforms, this cloud is not a choice.
Apple tightly couples system-level data synchronization to its own service, iCloud. Users cannot select an alternative cloud provider for core operating system data — even if they prefer a different service, need cross-platform compatibility, or have legal or professional requirements.
Choose Your Cloud is an independent initiative calling for user-selectable cloud synchronization providers in Apple’s ecosystem.
The Problem
Apple’s current model means that:
- Core system data sync works only with iCloud
- Users cannot replace iCloud with another provider
- Third-party cloud services are limited to app-level workarounds
- Full synchronization is restricted to Apple devices only
As a result, users who own mixed devices — for example an iPhone and an Android tablet, or a Mac and a Linux PC — cannot fully synchronize their data across their own devices.
This is not a technical limitation. It is a design choice.
Potential Concerns Under the Digital Markets Act (DMA)
The European Union’s Digital Markets Act (DMA) was created to ensure fair competition, interoperability, and user choice on large digital platforms designated as gatekeepers.
Apple has been designated a gatekeeper under the DMA.
Apple’s current approach to cloud synchronization raises important questions about compliance with several core DMA principles.
1. Self-Preferencing of First-Party Services
The DMA aims to prevent gatekeepers from unfairly favoring their own services over those of competitors.
By tightly integrating iCloud into system-level data synchronization — while preventing alternative providers from accessing the same system APIs — Apple may be self-preferencing iCloud in a way that limits fair competition.
Third-party cloud providers cannot offer equivalent functionality, not because of technical limitations, but because access is restricted.
2. Lack of Meaningful User Choice
The DMA emphasizes that users must have real and effective choice, not just theoretical alternatives.
On Apple platforms:
- Users cannot replace iCloud as the system sync provider
- Alternatives are limited to app-level workarounds
- Core OS data remains locked to Apple’s service
This raises the question of whether users are being offered meaningful choice, as required by the DMA.
3. Interoperability Barriers
Interoperability is a central goal of the DMA.
Apple does not currently provide:
- Documented system-level sync APIs for third-party clouds
- A mechanism to select a non-Apple sync backend
- Equal technical access for competing cloud services
This may conflict with the DMA’s intent to prevent gatekeepers from using technical design choices to exclude competitors.
4. Impact on Cross-Platform Use
Because iCloud only fully functions within Apple’s ecosystem, users who own mixed devices (for example, iOS and Android) are unable to synchronize their data across all their devices.
This ecosystem lock-in effect is precisely the kind of structural dependency the DMA seeks to address.
Why This Deserves Regulatory Attention
Choose Your Cloud does not claim that Apple is currently non-compliant.
However, Apple’s cloud synchronization model appears to conflict with the spirit and objectives of the DMA, particularly regarding:
- User choice
- Interoperability
- Fair competition
- Self-preferencing by gatekeepers
We believe this warrants careful examination and clarification by EU regulators.
Our Position
We are not asking regulators to weaken security or privacy.
We are asking them to ensure that Apple’s platform allows certified, secure, user-selected cloud providers to compete on equal footing.