Apple EU App Store Fees: New Rules & Updates

Apple Updates Developer Policies to Meet EU’s Digital Markets Act

On Thursday, Apple announced a series of revisions to its developer policies in response to the European Union’s Digital Markets Act (DMA). This anticipated update was implemented to avoid potential fines, with a compliance deadline of June 26th.

Response to Regulatory Pressure

The changes address both the communication protocols between app developers and their user base, as well as the fees levied by Apple. Earlier, EU regulators imposed a €500 million fine on Apple for initial non-compliance with the DMA, and further penalties were threatened, prompting these adjustments.

New “Anti-Steering” Rules for Customer Communication

Apple’s revised “anti-steering” regulations concerning customer communications now permit EU app developers to provide links to alternative payment options for subscriptions and in-app purchases outside of the App Store. This allowance extends across all communication channels.

Developers can disseminate these links via their websites, alternative app marketplaces, or even within other applications. Access to these links can be facilitated both outside and within the app itself, utilizing web views or native interfaces, as specified by Apple. Previously required warning screens or specific text are no longer mandatory.

A Revised Fee Structure

Rather than eliminating its Core Technology Fee (CTF), Apple has introduced a more nuanced fee system.

This new structure incorporates an initial acquisition fee of 2% alongside a store services fee. The store services fee is tiered, at either 13% or 5%, depending on the developer’s chosen tier. Developers enrolled in the Small Business program continue to pay 10%.

Tiered App Store Services

• Tier 1 developers gain access to a limited range of App Store services, including app reviews, manual updates, and fraud prevention measures.
• Tier 2 developers receive access to marketing tools, automatic updates, curation and personalization features, app insights, and more.

Furthermore, apps utilizing the StoreKit External Purchase Link Entitlement (EU) Addendum to link to alternative payment methods will be subject to a Core Technology Commission (CTC). This commission is designed to supersede the CTF.

Changes to the Core Technology Fee

Previously, developers were required to pay a CTF of €0.50 for each app install exceeding 1 million downloads. This arrangement will remain in effect for developers opting for the alternative EU business terms.

However, for developers adhering to the standard terms within the EU, the CTC – a 5% commission – will be applied instead. Developers currently subject to the old CTF will transition to the new rules by January 1, 2026.

Apple stated that the CTC “reflects the value Apple provides developers through ongoing investments in the tools, technologies, and services that enable them to build and share innovative apps with users.”

Industry Reaction

Tim Sweeney, CEO of Epic Games, whose company previously secured the right to utilize alternative payments without commission in the U.S., responded to the news on X, characterizing it as further malicious compliance from Apple.

“Apple’s new Digital Markets Act malicious compliance scheme is blatantly unlawful in both Europe and the United States and makes a mockery of fair competition in digital markets. Apps with competing payments are not only taxed but commercially crippled in the App Store,” Sweeney stated.