Pressure on Google: EU takes its cue from Apple's App Store

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The app store is once again at the center of European regulation. After several years of intensive investigation, the European Commission is now using Apple's recent changes as a benchmark to assess the Google Play Store. These developments clearly demonstrate how significantly the market for mobile apps is being transformed by the Digital Markets Act and how differently Apple and Google are responding to it.

The Digital Markets Act obliges large platforms to provide fairer access, transparent fee structures, and greater competition. Apple has already responded comprehensively and simultaneously received a €500 million fine, which the company is currently appealing. Google now faces similar challenges. The EU is examining whether the adjustments presented so far are sufficient or whether further changes are necessary. It is noteworthy that the EU is using Apple's App Store adjustments as a benchmark, even though these have themselves been heavily criticized.

Google faces a hefty fine

According to Reuters, Google faces a hefty EU fine early next year if it doesn't bring its Play Store more in line with the DMA's requirements. Current measures are considered insufficient. The EU antitrust authority is directly comparing Google's changes to the new structure of Apple's App Store, which offers developers more options and is considered more comprehensive.

How Apple became the benchmark

After years of disputes, Apple has announced and implemented a series of complex changes to the App Store. These include new fee structures, alternative methods for app distribution, and greater flexibility for developers in communicating with users. Although the EU has not yet made a public decision on Apple's new structure, it is already being used internally to compare it to Google's adjustments. The fact that Apple is now serving as a benchmark would have been almost unthinkable just a few months ago.

The previous changes at Google

In August, Google announced several changes to the Play Store. These are intended to give developers more freedom and make it easier for them to access the market. They include:

a reduction of the so-called acquisition fee from 10 percent to 3 percent
a new two-tier fee model for transactions and in-app purchases
an installation fee for apps obtained outside of the Play Store
additional options for developers to direct users to external sources of supply

However, according to the informants in the report, this is not enough to fully meet the DMA's requirements.

Why the comparison remains difficult

Although the EU uses Apple as a benchmark, direct comparisons between the two companies remain complicated. They have different technical foundations, different security models, and different business logics. Both Apple and Google have also implemented complex fee structures that are difficult to compare directly. Nevertheless, the EU apparently considers the changes announced by Apple to be more comprehensive and DMA-compliant than Google's previous adjustments.

How things could continue

Google still has the option to make further changes before a fine is imposed. According to Reuters, the European Commission could reach a decision as early as the first quarter of next year. If Google fails to submit further adjustments by then, it faces financial sanctions. Apple's App Store is thus involuntarily becoming a model against which other platforms must measure themselves.

The next few months will be crucial for Google

European regulations are increasingly holding the app market accountable. Apple's App Store now serves as a benchmark for the EU to assess compliance with the Marketing Authorisation (DMA). Google is under pressure to expand its previously announced changes to achieve comparable standards. The coming months will determine whether the company makes further adjustments or faces a hefty fine. It's clear that the market is entering a phase where fair access and greater competition are taking center stage. (Image: pixpack / DepositPhotos.com)