Apple is negotiating new App Store rules with the EU

Apple is once again in the EU's spotlight – and this time, it concerns rules that affect the App Store and thus the entire app ecosystem in Europe. Following a €500 million fine in April, Apple is currently negotiating with the European Commission about possible changes to comply with the requirements of the Digital Markets Act (DMA). The pressure is on, with the deadline set for June 26. But Apple is showing itself willing to talk – and that's not to be taken for granted.

With the DMA, the EU wants to ensure more competition on digital platforms. That sounds reasonable – and in many cases it is. Large companies like Apple are particularly in the spotlight. In the App Store in particular, the rules affect developers who want to offer alternative payment methods outside of the store. Apple had to pay a hefty fine in April because it prohibited developers from directly directing users to other payment methods. Since then, the ball has been in Apple's court. But the company is not opposed to regulation per se. Apple is trying to harmonize its own business models with the new legal requirements – which is no trivial task given the complexity of the system.

Final negotiations with the EU are underway

Apple is currently negotiating with the European Commission about specific adjustments. According to the Financial Times , talks are in full swing with the aim of reaching a solution before the implementation deadline of June 26th. The focus is on the so-called anti-steering rules. Specifically, this concerns whether developers are allowed to point out external payment options in their apps – and if so, under what conditions. So far, Apple has allowed the inclusion of an external link to its own website in the EU. However, purchases made through this link are subject to a 27 percent commission. The EU has criticized this, seeing it as a restriction of competition. Apple could now be willing to relax these rules. The report speaks of "some concessions" that could be announced soon. What these will be exactly is still open. But one thing is clear: Apple is moving – and is seeking dialogue with the EU.

The Core Technology Fee is also under scrutiny

In addition to the anti-steering rules, there is a second hotly debated topic: the so-called Core Technology Fee (CTF). This stipulates that developers in the EU must pay 50 cents per app installation per year – even if the app is free. The EU Commission has confirmed that this fee is also part of ongoing discussions. Apple is likely under pressure here as well, although the company argues that the fee is necessary to maintain the technical foundations and security standards offered by the App Store. It is still unclear whether the CTF will be abolished entirely, adjusted, or retained.

What happens if no agreement is reached?

If Apple fails to submit measures that, from the EU's perspective, meet the DMA requirements by June 26, further consequences threaten. The Commission has already announced that it will use its extensive regulatory powers in this case. In addition to additional fines, restrictions on the operation of the App Store in Europe would also be conceivable. However, the Commission currently shows little interest in putting Apple under further public pressure. It emphasizes that the cooperation is constructive and that it will not comment on possible outcomes while the talks are ongoing.

Apple needs to move – and does so carefully

If you regularly use apps or develop them yourself, the upcoming changes could directly affect you. For users, there's a chance that payment processes in apps will become more transparent and flexible. For developers, this potentially means lower fees and more control over the distribution of their products. From Apple's perspective, it's understandable that the company isn't simply abandoning its ecosystem. The App Store has been built over years; it's secure, reliable, and an important source of income for many developers. Changes therefore need to be thought through and implemented carefully. That's exactly what Apple seems to be doing right now.

Apple seeks the middle ground between rules and business model

Apple finds itself in a delicate but solvable situation. The EU is serious about the DMA, and Apple is showing itself willing to negotiate. It's not a question of whether the company refuses to comply with the rules—it's a question of how to reconcile legal requirements, user interests, and the business model. The coming days will reveal what this balance looks like in concrete terms. Until then, it's clear: Apple is moving. And that's a good sign. (Image: Shutterstock / miss.cabul)