Billionaire entrepreneur Elon Musk has announced that his artificial intelligence startup, xAI, will pursue legal action against Apple, alleging that the tech giant is engaging in anticompetitive practices in how it manages its App Store rankings.
In a post on X, Musk claimed Apple’s conduct makes it “impossible for any AI company besides OpenAI to reach #1 in the App Store,” calling it “an unequivocal antitrust violation.” He added that xAI would take “immediate legal action” to address the issue.
Musk did not present evidence to back his claims, and representatives for Apple, OpenAI, and xAI have not responded to media requests for comment.
Alleged Bias in App Rankings
Currently, OpenAI’s ChatGPT holds the number one spot in the App Store’s “Top Free Apps” category for iPhones in the U.S. Musk’s Grok AI chatbot sits at number five, while Google’s Gemini ranks 57th, according to App Store data. On the Google Play Store, ChatGPT also leads the rankings, based on figures from analytics firm Sensor Tower.
Apple recently deepened its ties with OpenAI, integrating ChatGPT directly into iPhones, iPads, and Macs. The partnership has raised questions about whether this integration could influence App Store visibility and promotion for other AI apps.
Musk further criticized Apple in another post, asking:
“Hey @Apple App Store, why do you refuse to put either X or Grok in your ‘Must Have’ section when X is the #1 news app in the world and Grok is #5 among all apps? Are you playing politics?”
Broader Scrutiny of Apple’s App Store Practices
Musk’s accusations come at a time when Apple is facing increasing scrutiny from regulators and competitors over its App Store policies. Critics have long argued that Apple’s control over app distribution on iOS devices gives it an unfair advantage and allows it to stifle competition.
In April, a U.S. federal judge found Apple in violation of a court order intended to promote competition within the App Store. The ruling, part of a lawsuit filed by Fortnite creator Epic Games, alleged that Apple had failed to fully comply with directives allowing app developers to steer users toward alternative payment methods. The judge referred the matter to federal prosecutors for a potential criminal contempt investigation.
The same month, the European Union’s antitrust regulator imposed a €500 million ($587 million) fine on Apple. The EU concluded that the company’s technical and commercial restrictions breached the Digital Markets Act by preventing app developers from directing users to cheaper deals outside the App Store.
Apple’s Partnership with OpenAI Under Spotlight
The partnership between Apple and OpenAI, announced earlier this year, has placed ChatGPT in a privileged position across Apple’s ecosystem. The AI chatbot is integrated into system-level features on iOS, iPadOS, and macOS, allowing users to access ChatGPT’s capabilities without downloading a separate app.
While Apple maintains that its App Store rankings are based on user engagement, ratings, and other algorithmic factors, Musk’s allegations suggest that integration agreements and strategic partnerships could also play a role in shaping which apps get prominent placement.
Competitive Landscape in AI Chatbots
The AI chatbot market has grown intensely competitive, with major players like OpenAI, Google, Anthropic, and now xAI vying for dominance. Musk launched Grok as a conversational AI alternative, branding it as more irreverent and “fun” than rivals. Grok is directly integrated into X, Musk’s social media platform, allowing users to chat with the AI without leaving the app.
Despite Grok’s relatively high ranking at #5 in the App Store, Musk argues that Apple’s promotional decisions — particularly its “Must Have” section — disproportionately favor ChatGPT. According to Musk, such curation choices effectively limit visibility for other AI tools, influencing user adoption and growth. If xAI follows through with its lawsuit, it could add to the growing wave of legal and regulatory challenges confronting Apple worldwide. Lawmakers in the U.S., Europe, and Asia have been pushing for reforms to curb what they see as Apple’s monopolistic control over app distribution.
Antitrust experts note that Musk’s case, if filed, would likely focus on whether Apple’s App Store promotion and ranking systems constitute unfair market manipulation — particularly if preferential treatment is given to partners like OpenAI.
“App store governance is becoming the next big antitrust battleground,” said one legal analyst. “With AI now a central part of the tech economy, how platforms rank and promote these apps could have massive competitive consequences.”
For now, Apple has not commented on Musk’s accusations, and it remains to be seen whether xAI’s legal challenge will gain traction. Still, the public nature of Musk’s criticism ensures that the issue will draw attention from regulators already investigating Apple’s business practices.
As AI continues to dominate the tech landscape, control over distribution channels like the App Store could prove just as important as the underlying technology — making Musk’s challenge to Apple part of a much larger fight over the future of digital marketplaces
