European Union regulators have found Apple to be in violation of new tech rules by not allowing customers of its App Store to be directed to alternative options. The EU Commission has initiated a probe into Apple's new contractual terms with developers, following the investigation under the Digital Markets Act (DMA) which also covers Alphabet and Meta. The DMA aims to curb the dominance of Big Tech companies, with a particular focus on anti-steering rules. These rules prohibit tech firms from preventing businesses from informing users about cheaper alternatives or subscriptions outside of their app stores. This development indicates a significant move towards promoting competition and consumer choice within the tech industry in Europe.