Apple Ordered to Overhaul App Store Again Amid EU Digital Markets Act Crackdown
If you're wondering why Apple is changing its App Store in Europe or what the EU Digital Markets Act means for developers, the answer is rooted in new antitrust rules designed to give app developers more freedom. Apple now faces a June 22 deadline to fully comply with the European Union’s Digital Markets Act (DMA), or risk heavy financial penalties. After receiving a €500 million fine in April 2025, Apple must revise its App Store policies to eliminate unfair restrictions on developers and open the platform to alternative payment methods—without excessive fees or conditions.
The European Commission released a detailed 67-page ruling confirming that Apple’s current App Store policies still violate Article 5(4) of the DMA. Specifically, Apple limits how developers can inform users about cheaper payment options outside the App Store, undermining transparency and fair competition. These "anti-steering" practices have been deemed unlawful, as they prevent users from making informed choices and force developers to use Apple’s costly in-app purchase system.
At the heart of the conflict is Apple’s gatekeeper status. Under the DMA, gatekeepers—large platforms that dominate the digital economy—must not abuse their position to impose restrictive terms. They are now legally required to let app developers link to external payment solutions and communicate better pricing directly to users. Apple’s failure to meet these obligations is why it's now under intense scrutiny, with the threat of daily fines looming if no changes are made by the deadline.
For developers, this could mark a turning point. If Apple complies, developers in the EU could enjoy lower transaction fees, more control over pricing strategies, and improved customer engagement. This also opens the door to increased innovation and competition in the app ecosystem—a win for small businesses and startups trying to grow in a market long dominated by platform giants.
From a consumer perspective, the changes promise greater transparency and potentially lower costs for digital services. Users could be able to subscribe to streaming apps, purchase digital goods, or access premium content through more affordable channels outside of Apple's in-app purchase system—leading to a more open and competitive digital marketplace.
As the June 22 deadline approaches, all eyes are on Apple. Will the company make meaningful changes to its App Store policies in Europe, or continue to resist regulatory pressure? Either way, the EU’s enforcement of the DMA sets a powerful precedent for how Big Tech must operate in a post-regulation era—where consumer rights, fair pricing, and developer freedom come first.
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