U.S. regulators are taking on tech giants Google, Apple, and Amazon with sweeping antitrust lawsuits. Learn how these cases could reshape the future of digital competition and consumer choice.

The power and reach of Big Tech—Google, Apple, and Amazon—are now under intense scrutiny as U.S. regulators push back with landmark antitrust lawsuits. For the first time in decades, the Department of Justice (DOJ) and the Federal Trade Commission (FTC) aim not just to fine but potentially to restructure these firms in pursuit of open markets and fairer competition.

Google: Search and Ad Tech Under Fire
The DOJ has filed two major lawsuits against Google:

  • Search Engine Monopoly: Accusations include exclusive agreements with phone and browser makers like Apple and Mozilla to maintain Google's default status, allegedly stifling user choice and innovation.
  • Ad Tech Stack Monopoly: Google is also accused of monopolising the digital ad space via acquisitions and unfair practices, owning the full stack of ad buying and selling systems.

These suits seek not just penalties but potentially the breakup of parts of Google’s ad business.

 

Apple: Cracks in the Walled Garden
The DOJ’s March 2024 lawsuit targets Apple’s alleged smartphone ecosystem monopoly. Core issues include:

  • App Store Practices: High commissions and restricted access for third-party developers.
  • Messaging Limitations: Deliberate incompatibility between iMessage and Android messaging.
  • Digital Wallet Control: Preventing NFC access for rival payment systems.
  • Smartwatch Exclusivity: Apple Watch integration limited to iPhones.

The case strikes at the heart of Apple’s iOS strategy, arguing these practices maintain market dominance rather than enhance security or experience.

 

Amazon: Marketplace Manipulation Claims
Led by FTC Chair Lina Khan, the FTC and 17 states sued Amazon in 2023 for monopolising both its online store and its services for third-party sellers. Claims include:

  • Using anti-competitive pricing policies to undercut rivals.
  • Forcing sellers to use Amazon logistics and advertising for visibility.

The FTC contends Amazon's practices stifle competition, hurt consumers, and allow unchecked market power.

 

Potential Outcomes and Impact
These cases aim to force meaningful change, such as:

  • Ending exclusivity deals and opening platforms.
  • Structural separation of dominant business units.
  • Transparent, competitive access to ecosystems.

With a recent court win against Google’s ad tech practices, regulators now have momentum. If successful, these cases could rebalance the digital economy, fostering greater innovation, lower consumer prices, and healthier competition across tech sectors.

 

The digital dominance of Big Tech may finally face real limits as U.S. courts reconsider how these modern monopolies are shaping—and restricting—the future of digital commerce and communications.