Although, efforts have been made by the competition regulators in European Union, the United States, United Kingdom and India to reduce the dominance enjoyed by the Big Tech players but so far these efforts are mere abortive attempts. The dynamic nature of the tech area makes it difficult for the regulators to predict and control it. However, the unfortunate reality is that the development of this superficial loyalty is progressing faster than the contemplation of regulatory authorities. In simple words, users get easily caught in the web of services laid down by one particular brand or multiple interconnected brands. This is possible only by the synchronisation offered by the technologies between devices and the people in a manner that often leads to ‘ brand loyalty’. These companies have garnered significant clout due to the users’ heavy dependence on them to satisfy most of their needs. Apple, the dominance established by the few Big Technologies (hereinafter ‘Big Techs’) is surfacing again. Recently, with the European Commission (hereinafter ‘EC’) advancing its investigation in the matter of Spotify v.
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