Apple Updates App Store Policies to Comply with EU’s Digital Markets Act
Apple is implementing a series of changes to its App Store policies in the European Union to comply with the Digital Markets Act (DMA), a landmark regulation designed to foster competition in digital markets. These updates, slated for full implementation by January 1, 2026, impact how developers can communicate with users, promote offers, and distribute their apps.
DMA and Apple’s Gatekeeper Status
The European Commission designated Apple as a “gatekeeper” under the DMA in relation to iOS, the App Store, and Safari in September 2023, and iPadOS in April 2024 [Apple’s DMA page]. This designation subjects Apple to specific obligations aimed at ensuring fairer practices within its digital ecosystem.
Changes to Developer Communication and Promotion
Developers with apps in the EU App Store storefronts will now be permitted to communicate and promote offers for digital goods or services at a destination of their choosing. This includes websites, alternative app marketplaces, or other apps, accessible either outside the app or within it via web views or native experiences. These transactions will be subject to new business terms, including an initial acquisition fee, a store services fee, and the Core Technology Commission (CTC).
Core Technology Commission (CTC)
The CTC is intended to reflect the value Apple provides developers through its ongoing investments in tools, technologies, and services. Initially, Apple planned to implement a Core Technology Fee (CTF), but is transitioning to the CTC for digital goods or services sold through the App Store, web distribution, and alternative marketplaces.
Transition to a Single Business Model
By January 1, 2026, Apple plans to adopt a single business model across the EU for all developers. This transition will notice the CTF replaced by the CTC for digital goods and services. Apps currently operating under the Alternative Terms Addendum will continue to be subject only to the CTF until the full implementation of the CTC, with further details to be provided later.
User Experience Updates
With the release of iOS 18.6 and iPadOS 18.6, Apple will introduce an updated user experience for installing alternative marketplaces or apps directly from a developer’s website. An API will be provided later in the year, enabling developers to initiate the download of apps distributed outside the App Store from within their own apps.
Recent Fines Under the DMA
The European Commission recently issued the first fines under the DMA, penalizing both Apple and Meta for breaches of the regulation. Apple received a €500 million fine for violating rules related to app stores, while Meta was fined €200 million for its advertising model [European Commission Press Release] and [Politico Article].
Apple’s Response and Future Outlook
Apple has urged EU regulators to reconsider the DMA, citing delays in feature implementation and app availability [Reuters Article]. The ongoing adjustments and debates highlight the complexities of balancing innovation with regulatory requirements in the evolving digital landscape.