As part of the new changes, EU app developers will have more freedom in the promotion of offers, but will be subject to new business terms.
Apple has announced a number of changes to its App Store policies in the EU, in an effort to comply with the bloc’s Digital Markets Act (DMA).
Included in the changes announced yesterday (26 June) is a series of alterations to Apple’s terms for developers with apps distributed in the EU, particularly relating to the communication and promotion of offers.
Previously, Apple only allowed EU developers to add a single static URL in their apps, with restrictions on things such as tracking parameters, redirects and intermediate links. Developers were also only allowed to promote offers on their own websites.
Now, Apple is allowing developers under EU storefronts to communicate and promote offers for a destination of their choice – whether it be a website, alternative app marketplace or another app.
Further to this, the tech giant says that App Store apps that communicate and promote offers for digital goods or services will be subject to new business terms for those transactions.
Included in these new terms is an initial acquisition fee, which is a 2pc fee on the sale of digital goods and services made by new users and applies for the first six months after a user first downloads the app from the App Store.
Developers will also be subject to a store services fee, which is split into two tiers. Tier one is a 5pc fee and will permit developers to access a limited set of mandatory App Store services – app distribution and delivery, trust and safety features, and app management. However, tier one developers will not have access to services such as automatic app updates and automatic app downloads.
Tier two is a 13pc fee – reduced to 10pc for Small Business Program members and those signed onto an auto-renewing subscription – and grants the developer access to the full suite of services offered by the App Store.
Lastly, for apps on the StoreKit External Purchase Link Entitlement (EU) Addendum, developers will have to pay the Core Technology Commission (CTC) – a 5pc fee on all sales of digital goods or services made through in-app promotion of alternative payments. The CTC is an ongoing commission that renews for additional twelve-month periods following any further installs, including re-installs, updates and restores.
Currently, apps under the Alternative Terms Addendum for Apps in the EU – which allows developers to distribute apps outside of the App Store – are subject to the Core Technology Fee (CTF), which is a charge of €0.50 per install for each annual install over 1m.
However, Apple states that by 1 January 2026, it plans to move to a single business model in the EU for all developers. Under this single business model, the company will transition from the CTF to the CTC on all digital goods and services. As a result, apps under the alternative terms will be subject to the CTC instead of the CTF once the former is fully implemented next year.
The changes come after the tech giant was hit by a €500m fine by the EU for breaching the DMA. The Commission found that developers who distribute their apps via Apple’s App Store were unable to inform their customers freely of alternate offers outside the App Store due to a “number of restrictions” imposed by the iPhone maker.
In a statement to 9to5Mac, Apple said it was planning to appeal the EU’s decision.
Don’t miss out on the knowledge you need to succeed. Sign up for the Daily Brief, Silicon Republic’s digest of need-to-know sci-tech news.
