CUPERTINO, Calif. – Apple has unveiled significant changes to its EU App Store policies, aiming to align with the European Union’s Digital Markets Act (DMA) and avoid potential fines.
Breaking: Apple Complies with EU Regulations
The tech giant announced these updates on Thursday, just ahead of the June 26 deadline set by the EU, which threatened further penalties if Apple failed to comply. The revisions impact how developers communicate with customers and the fee structure imposed by Apple.
Immediate Impact
EU regulators had previously fined Apple €500 million for noncompliance, prompting the company to alter its policies. The new rules, particularly the “anti-steering” provisions, allow developers to link to alternative payment methods outside the App Store across various channels.
Apple’s previous fine from EU regulators: €500 million
Key Details Emerge
Under the new guidelines, developers can now share payment links on websites, alternative app marketplaces, and within other apps. These links can be accessed externally or within the app using a web view or native experience without Apple’s previously mandated warning screens.
Additionally, Apple has introduced a more intricate fee structure instead of eliminating its Core Technology Fee (CTF). This includes an initial acquisition fee of 2% and a store services fee, which varies between 13% and 5% based on the developer’s chosen tier.
Industry Response
Epic Games CEO Tim Sweeney, known for his legal battles with Apple, criticized the changes on social media platform X, describing them as “malicious compliance” and claiming they undermine fair competition.
“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,” Sweeney stated.
By the Numbers
- Initial Acquisition Fee: 2%
- Store Services Fee: 13% or 5% based on tier
- Small Business Program Fee: 10%
- Core Technology Commission (CTC): 5%
What Comes Next
Developers currently under the standard terms in the EU will transition to the new rules by January 1, 2026. The Core Technology Commission (CTC) will replace the old CTF, applying a 5% commission for developers on standard terms.
Apple’s statement emphasized that the CTC reflects the value provided to developers through ongoing investments in tools and services.
Background Context
The announcement comes as the EU continues to enforce the DMA, aiming to foster fair competition and reduce monopolistic practices in digital markets. Apple’s adjustments are seen as a direct response to these regulatory pressures.
Expert Analysis
Industry experts suggest that while Apple’s changes may appease EU regulators, they could face further scrutiny from developers and other stakeholders who view the new fees as burdensome.
According to sources familiar with the matter, Apple’s strategy indicates a shift towards more transparent and flexible developer relationships, albeit with complex fee structures.
Regional Implications
The timing is particularly significant because it aligns with broader EU efforts to regulate Big Tech companies. This development builds on the EU’s commitment to ensuring competitive digital markets, setting a precedent for future regulatory actions.
As the situation evolves, stakeholders will closely monitor how these changes impact the app ecosystem and whether they lead to more equitable market conditions.
