Apple’s Updated EU App Store Rules: What Developers Need to Know
Apple has updated its EU App Store policies to comply with the Digital Markets Act (DMA), but the changes aren’t exactly developer-friendly. While the update technically meets EU requirements, developers are now faced with a more convoluted and costly fee structure. These policy adjustments impact how apps communicate with users, link to external payments, and calculate fees like the newly introduced Core Technology Commission. If you're wondering how Apple’s new EU App Store rules affect your app business, this blog breaks down everything you need to know—from anti-steering rules to layered fee models.
New Anti-Steering Policy Grants More Freedom for EU Developers
One of the more positive changes Apple has made in response to the DMA is the loosening of its "anti-steering" policy. This allows developers to communicate freely with users about alternative payment options outside the App Store ecosystem. EU-based app developers can now share links to other payment methods not just inside their apps, but also through websites, other apps, and even via email. These links can be integrated using web views or native app experiences—without Apple's previously required warning prompts or formatting restrictions.
This means subscription-based apps and freemium services can redirect users to cheaper or commission-free payment platforms without Apple interfering. The ability to bypass Apple's mandatory in-app payment system opens the door for developers to increase their margins and offer discounts or loyalty pricing directly. However, while this newfound freedom sounds great on paper, it comes with its own set of complications under the updated EU App Store rules.
Apple’s Revised EU App Store Fees: More Layers, More Confusion
Despite pressure to eliminate excessive fees, Apple has opted to revamp its fee structure instead. Rather than dropping its controversial Core Technology Fee (CTF), the company introduced a new, multi-layered model that includes:
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Initial Acquisition Fee: A 2% fee for acquiring new users.
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Store Services Fee: Either 13% or 5%, depending on the service tier chosen by the developer. Small Business Program members qualify for a reduced 10% rate.
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Core Technology Commission (CTC): A new 5% commission replacing the previous €0.50-per-install CTF for apps using external purchase links.
Apple has split the App Store service levels into two tiers. Tier 1 offers basic services like app reviews and security measures, while Tier 2 includes marketing, automatic updates, app insights, and personalization. Developers must choose between paying more for broader features or limiting their app's reach.
Although these options provide flexibility, the updated EU App Store rules have essentially replaced a flat fee with a more complicated and less predictable cost structure. For developers working on slim profit margins, these extra layers of fees could erode earnings—especially if they choose to promote external payment methods.
Industry Response to Apple’s New EU App Store Rules
The developer community has expressed skepticism and frustration over Apple’s compliance strategy. Epic Games CEO Tim Sweeney was quick to label the update as another case of “malicious compliance,” arguing that Apple is finding ways to maintain its control and revenue while appearing to follow the law. Critics argue that while the rules technically meet DMA guidelines, they still punish developers who dare to operate outside Apple’s ecosystem.
This pushback isn’t just limited to Epic. Independent developers and large platforms alike are weighing the cost-benefit of staying within Apple’s walled garden. By charging commissions even for external purchases and making developers choose between different service tiers, Apple is still ensuring that any attempt to escape its revenue model carries a financial penalty.
As January 1, 2026, approaches—the deadline for switching to the new Core Technology Commission—developers must begin strategizing around these changes. The EU App Store rules might offer more communication freedom, but they also demand deeper pockets and greater administrative effort.
Navigating Apple’s EU App Store Policy Changes
Apple’s latest EU App Store update is a mix of freedom and friction. Developers now have more options to communicate and link to outside payments, but these gains come with added costs and complexity. The introduction of tier-based services, multiple fees, and a new 5% Core Technology Commission means developers must weigh their options carefully.
Whether you’re a solo app maker or part of a larger development team, understanding the full impact of Apple’s new EU App Store rules is essential to maintaining profitability and staying compliant. Carefully evaluate which service tier suits your app, forecast how new fees will affect your earnings, and prepare for the shift coming in 2026. While Apple frames the changes as supportive of innovation, many developers are likely to see it as a strategic reshuffle that preserves Apple’s control—just in a different form.
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