If the EU Digital Markets Act forces Apple to allow messaging on non-Apple Watches, it could revolutionize the industry by making fitness watches smarter and allowing other smartwatches to venture beyond fitness functionalities. The new ruling, effective this week, requires Apple to implement “effective interoperability” to ensure any connected device can access and use iOS notifications, manage settings like Do Not Disturb, and benefit from features like background execution and faster data transfers. This opens the door for third-party smartwatches to access previously exclusive functionalities of Apple’s ecosystem.
Apple is expected to challenge this ruling rigorously. Apple spokesperson says, “Today’s decisions wrap us in red tape…forcing us to give away our new features for free to companies who don’t have to play by the same rules. We will continue to work with the European Commission to help them understand our concerns.”
Despite Apple’s resistance, if the ruling stands, it could drastically change the market for fitness watches and smartwatches.
Brands like Garmin, which have a significant user base across Europe and Asia, might benefit the most. Currently, Garmin offers features like smart assistants, Garmin Pay, and third-party apps like Spotify and YouTube Music. Still, its ability to compete with Apple in terms of functionality is limited. This ruling could allow Garmin and other fitness brands to integrate deeper smart functionalities and improved notifications, making them more competitive.
Other brands, such as COROS, Polar, Suunto, and Whoop, currently lacking the reach or leverage to compete with Apple and Google could also see a boost. With access to previously restricted iOS functionalities, these brands could potentially offer better messaging, navigation, and other smart features that rival watchOS or Wear OS.
Eu DMA’s effects on smartwatch market
Pebble founder Eric Migicovsky pointed out the limitations his new Pebble watches face under current Apple policies. With 40% of interested customers using iPhones, the inability to fully integrate with iOS hampers Pebble’s functionality. The EU ruling could alleviate this, allowing Pebble and similar indie brands to innovate without the restrictions imposed by Apple’s ecosystem.
Overall, the potential enforcement of the EU Digital Markets Act could democratize the smartwatch industry, allowing a variety of brands to compete more fairly and innovatively. Brands could prioritize features other than fitness, such as advanced smart functionalities and unique user experiences. Smaller, health-focused brands like Masimo and Withings could also incorporate more sophisticated smart features, pushing the boundaries of what non-fitness smartwatches can offer.
However, there are practical challenges to consider. Not every fitness smartwatch is designed with robust messaging or other smart functionalities in mind. Brands like Garmin may need to balance incorporating new smart features and maintaining their strengths, such as long battery life and robust health tracking.
The ruling could make the smartwatch market more exciting and competitive, benefiting users regardless of whether they own an iPhone or an Android device. This development promises a future where smartwatch users have more choices and better functionalities, breaking the current constraints set by Apple’s closed ecosystem. While it remains uncertain how quickly these changes will take effect and how Apple will respond, the potential for a more open and competitive smartwatch market is exciting.
Rashan is a seasoned technology journalist and visionary leader serving as the Editor-in-Chief of DevX.com, a leading online publication focused on software development, programming languages, and emerging technologies. With his deep expertise in the tech industry and her passion for empowering developers, Rashan has transformed DevX.com into a vibrant hub of knowledge and innovation. Reach out to Rashan at [email protected]
