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In a famous advertising campaign, Apple urges its customers to “think differently.” But the iPhone manufacturer betrayed this slogan, the USA claimed on Thursday in a far-reaching antitrust case. Apple holds millions of its users captive in a powerful monopoly that has made the company one of the most valuable companies in the world.

The long-awaited lawsuit is a turning point for Apple. For years, the company was one of the few large technology companies to avoid major antitrust proceedings in the United States. Now it is under intense scrutiny from regulators in two of its most important markets, the US and the EU. The company’s reactions suggest that it is preparing for an existential battle.

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