Apple Updates EU App Store Regulations, Introducing New Fee Structures

On Thursday, Apple revealed updates to its developer policies to align with the EU’s Digital Markets Act (DMA). This announcement, anticipated by many, was made just before the June 26 deadline, after which the iPhone manufacturer risked incurring new fines. The updates affect how app developers can interact with their users and the fees imposed by Apple.

Previously, EU regulators had fined Apple €500 million for failing to comply with the DMA and were poised to impose additional penalties, prompting Apple’s response.

Under Apple’s new “anti-steering” regulations regarding customer interactions, EU app developers are now permitted to link to alternative payment options for subscriptions and in-app purchases outside of the App Store via any channel. This allows them to share links on websites, alternative app marketplaces, or through other apps. According to Apple, these links can be accessed externally or within the app using a web view or native experience, without the warning screens or mandated text that Apple had previously enforced.

Additionally, rather than eliminating its Core Technology Fee (CTF), Apple has rolled out a more intricate fee structure.

This structure includes an initial acquisition fee of 2% along with a store services fee, which is either 13% or 5%, based on the developer’s selected tier. Members of the Small Business program are charged at a rate of 10%. Tier 1 developers have access to a more limited range of App Store services, such as app reviews, manual updates, and anti-fraud measures. Tier 2 developers enjoy access to marketing tools, automatic updates, curation and personalization features, app insights, and more.

For apps seeking to link to alternative payment methods through the StoreKit External Purchase Link Entitlement (EU) Addendum, a Core Technology Commission (CTC) will be implemented, eventually replacing the CTF.

Previously, developers were required to pay a CTF of €0.50 for each app install beyond 1 million downloads. This will remain for those on the alternative EU business terms.

For those adhering to the standard terms in the EU, a 5% commission under the CTC will now apply. Developers currently subject to the CTF will transition to the new regulations by January 1, 2026.

“The CTC reflects the value Apple delivers to developers through ongoing investments in the tools, technologies, and services that empower them to create and share innovative apps with users,” stated Apple.

Tim Sweeney, CEO of Epic Games, whose company successfully sued Apple for the right to use alternative payment methods without commission in the U.S., responded to the news on X, describing it as yet another example of malicious compliance from Apple.

“Apple’s new Digital Markets Act malicious compliance scheme is outright unlawful in both Europe and the United States and undermines fair competition in digital markets. Apps with competing payment systems are not only taxed but also commercialized to the point of being crippled in the App Store,” he remarked.