The Norwegian Competition Authority has launched an in-depth investigation into Elkjøp’s proposed acquisition of Eplehuset, citing concerns over market dominance. The regulator issued a “25-day notice” following a preliminary review, signaling that the merger requires a more rigorous assessment before it can be approved. This pause in the process allows officials to determine if the deal would unfairly stifle competition in the consumer electronics sector.
Central to the investigation is the retail of Mac computers and iPads. As two of the largest players in Norway, the consolidation of Elkjøp and Eplehuset could significantly reduce the competitive pressure that currently keeps prices in check. The Authority is analyzing whether the loss of this rivalry would lead to higher costs for private consumers at both national and local levels.
The probe also highlights a critical concern regarding authorized service and repairs. In several regions, Elkjøp and Eplehuset are the only Apple-authorized providers with a local physical presence. By merging, the two companies could eliminate consumer choice for official repairs, potentially leading to a monopoly on technical support in those areas.
Beyond direct sales and service, the regulator is assessing “coordinated effects.” This involves looking at whether a more concentrated market would make it easier for remaining electronics retailers to align their pricing or commercial strategies, further harming the competitive landscape.
Project manager Johannes Hjartlie noted that these markets are essential to Norwegian consumers, necessitating a closer look at the potential fallout of the acquisition. While this notice is not a final decision, it moves the case into a detailed assessment phase. The Authority has until June 23, 2026, to decide if it will formally intervene to block or modify the deal.
