Apple is responding to regulatory pressure from the European Union. The European Commission has forced the company to make additional changes to the App Store as part of the Digital Markets Act (DMA). This directly affects developers in the EU – new terms, new fees, and new opportunities.
In recent months, Apple has already taken initial steps toward greater openness. Now, further adjustments are coming. EU developers, in particular, will be able to promote offerings outside of the App Store, use their own marketplaces, and address users more directly. At the same time, Apple is introducing new fees and plans to have a uniform business model for all EU developers by 2026. It's important to know the details because they involve technical, legal, and financial frameworks.
New rules for external communication and advertising
Effective immediately, developers offering apps on the App Store within the EU are allowed to link to their own offers outside of the App Store. This includes websites, other apps, or alternative app marketplaces. This information can be displayed within the app—either via a web view or a native solution—or outside the app. This allows developers to promote their own purchase offers for digital goods or services. However, new terms and conditions apply. Apple charges several fees in this regard:
- An initial acquisition fee for the first user acquisition outside the App Store
- A store service fee for infrastructure services and support
- And for certain apps, there is also a so-called Core Technology Commission (CTC)
The CTC is a new fee that Apple is charging to fund its investments in tools, technologies, and services for developers.
Music streaming apps in focus
Music streaming apps in the European Economic Area (EEA) that wish to use the Music Streaming Services (EEA) entitlement can also take advantage of the new communication and distribution options. This also opens up new opportunities for major providers like Spotify to offer services outside the Apple ecosystem.
Transition to a uniform fee model by 2026
Apple plans to implement a uniform business model for all developers in the EU by January 1, 2026 at the latest. As part of this transition, the current Core Technology Fee (CTF) will be completely replaced by the new Core Technology Commission (CTC). The CTC will then apply to digital goods or services sold through apps, regardless of whether they are distributed via the App Store, web distribution, or alternative marketplaces. Until the complete transition in 2026, all apps subject to the current additional terms for the EU will remain subject to the current CTF. The new rates will only become binding upon the transition to the CTC. Apple plans to publish further information on the exact structure of the CTC at a later date.
Changes in iOS 18.6 and iPadOS 18.6
With the upcoming versions of iOS 18.6 and iPadOS 18.6, Apple is introducing a redesigned user experience for app installations within the EU. Users will now be able to install apps from alternative app marketplaces or directly from developers' websites. Apple will also introduce a new API that will allow developers to initiate downloads of apps published through alternative distribution channels directly from their app. This simplifies the process for developers and users alike.
Where to get more information
If you'd like to learn more about the changes, Apple offers additional information, including:
- “Communication and advertising of offers in the App Store in the EU”
- “Addendum to the Alternative Terms for Apps in the EU”
- “Addition to StoreKit links for external purchases for apps in the EU”
You can also book a 30-minute online appointment with Apple to ask questions or provide feedback.
Between openness and control: Apple's new course
Apple is significantly changing the App Store in the EU. For developers, this means more freedom in communication, more distribution options—but also new financial conditions. The introduction of the CTC and the opening to alternative distribution channels are clear responses to pressure from the DMA. If you're a developer operating in the EU, you should review the new conditions carefully. It's worth planning early, especially with regard to fees and technical requirements. The complete transition by 2026 will permanently change the market. (Image: Shutterstock / Primakov)
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