Apple App Store Policy Shake-Up in EU: What the New DMA Rules Mean for Developers
Apple has made a landmark shift in its App Store policies for the European Union, complying with the Digital Markets Act (DMA). This move, announced just yesterday, transforms how apps are distributed, monetized, and managed in the EU.
Here’s a detailed breakdown of what’s changed, what it means for developers, and how it impacts users.
1. External Payment Links Are Now Allowed
For the first time, EU-based developers can direct users to external websites for digital goods and services purchases. Notably:
Multiple URLs are allowed inside an app
External links can include redirects and tracking
Apple’s infamous "scare screens" (warning popups when leaving the app) can now be turned off after the first interaction
This dramatically shifts control back to developers, allowing better pricing flexibility and reduced reliance on Apple’s payment system.
2. New Fee System: Core Technology Fee + Store Services Fee
Apple introduces a new two-tier fee structure along with additional commissions for external purchases:
Core Technology Commission (CTC)
5% fee on digital purchases made outside the App Store
Applies to apps still distributed through the App Store
Core Technology Fee (CTF)
€0.50 per annual install after 1 million downloads
New Acquisition Fee
2% fee on purchases made outside the App Store within 6 months of a new user download
These layered fees apply in addition to or instead of standard commissions depending on the developer’s selected tier.
3. Two-Tier Store Services System Introduced
Apple now allows developers to choose between Tier 1 and Tier 2 for each app, with the ability to switch once per quarter.
| Tier | Commission | Features Included |
|---|---|---|
| Tier 1 | 5% | Limited features (no auto-updates, no metrics, etc.) |
| Tier 2 | 13% (10% for Small Business) | Full App Store feature access |
While Tier 1 offers lower commission, it comes at a serious feature cost. Many developers argue it makes essential app features unavailable or unusable.
4. Epic Games Reacts Strongly
Tim Sweeney, CEO of Epic Games, labeled the changes:
A “mockery of fair competition”
“Unlawful under the DMA”
Epic and other critics argue that Apple is shifting the App Store from one anti-competitive model to another, using technical restrictions and complicated fee layers to discourage external options.
5. Why It Matters: The DMA’s Ongoing Impact
The European Commission (EC) previously fined Apple €500 million for anti-competitive practices. Apple appealed, citing privacy concerns—but the EC doubled down, pushing Apple to open up.
These recent updates are Apple’s attempt to comply with DMA rules, which prohibit gatekeepers like Apple from steering users toward in-app payments or limiting access to alternatives.
Now, the EC will monitor how these changes affect real-world competition and user experience.
Final Thoughts
Apple’s App Store reforms in the EU are historic and far-reaching. While they give developers more power, the newly introduced commissions, download fees, and limited feature tiers raise fresh questions about fairness and compliance.
These changes may just be the beginning—especially if other countries start adopting DMA-style legislation.
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Image Credit: Macrumors
