New rules for EU’s App Store: impact for developers and end users
Seeking to avoid a €500 million penalty for breaching the EU's Digital Markets Act (DMA), Apple has finally introduced sweeping changes to the patterns of operation of its App Store in the European Union. They include new freedoms and, according to the company, generate new risks: basically, letting developers lead users out of the tightly controlled Apple ecosystem means that the safeguards provided by the company don't apply, although things may become cheaper and less regulated all around. Let’s take a closer look at what the move means for developers and end users.
Key changes introduced to the App Store in EU
Apple introduces a detailed and layered fee system for developers who promote digital goods or services outside the traditional App Store environment:
- Developers have to pay an initial acquisition fee of 2%.
- The store services fee varies by developer tier, 5% for tier 1 (those using mandatory store services) and 10% or 13% for tier 2 (developers using optional services).
- The new Core Technology Commission (CTC) of 5% replaces the previous Core Technology Fee and applies to all digital sales within 12 months of an app’s installation.
- Developers using alternative payment methods (outside the App Store) will incur fees ranging from 5% to 15%.
The last point is a major change: developers are now allowed to embed multiple links within their apps that take users to their own websites or other resources (marketplaces etc). The primary purpose is payments; there’s no limit on the amount of links, and the patterns of their incorporation are not regulated.
Starting with iOS 18.6 and iPadOS 18.6, users are able to easily install alternative app marketplaces or apps directly from developer websites. Later in 2025, Apple will provide an API enabling developers to initiate downloads of alternatively distributed apps from within their own apps.
What the EU’s App Store changes mean for developers
The updates are like a double-edged sword, there are both new opportunities and new obstacles:
- the ability to link to external payment methods and marketplaces cuts the leash to Apple’s ecosystem, potentially lowering costs and increasing control over customer relationships;
- the new tiered fee structure means developers must be more considerate about using services for promotion of their products;
- smaller developers may be put off by the complexity of the fee system and the new Core Technology Commission.
The rollout will be phased, with the plan to implement all changes by January 1, 2026, which means the developers will have time to adapt their apps to comply with the new rules and to take advantage of the new capabilities.
What the EU’s App Store changes mean for end users
End users in the EU will experience increased freedom and choice in how they purchase digital goods and services on iOS and iPadOS devices. They will be able to access alternative payment methods outside the Apple App Store, including payments through developers’ websites or other third-party providers.
However, Apple warns that using alternative payment methods and installing apps outside the App Store means a less safe environment for the users:
- the risks of getting your device infected with malware are growing;
- without Apple’s usual protections (refund handling, purchase history tracking, family sharing, etc.), there’s a potential for data misuse.
Thus, the ability to install apps from alternative marketplaces or directly from developer websites broadens the options, but requires users to be more vigilant about app security and authenticity.
Will the practice be extended to the rest of the world?
Apple has explicitly stated that these sweeping App Store changes are limited to the European Union and will not be extended globally. Primarily, the company does not want to spread the increased security and privacy risks associated with alternative payment methods and app distribution outside the rigidly controlled App Store ecosystem. Apple insists that its own App Store is a much safer deal for the end users. Plus, a global rollout of changes of this scale would add more variables to the equation, necessitating more testing.
Regardless of where you reside, these shifts in Apple’s ways may feel tectonic and alarming. Check out the Security section of the Mac Informer catalog to pre-select software that just might come in handy in the near future:
