Apple has made significant updates to its App Store rules for developers in the European Union, in compliance with the region's Digital Markets Act (DMA). These changes allow developers more freedom in promoting their apps, linking to external content, and managing payments, regardless of whether they adopt Apple's alternative business terms in the EU.
Prior restrictions on the number of URLs, tracking, redirects, and promotion limitations have been lifted. Developers can now promote their offers across various platforms, including other apps, external websites, and alternative app stores. They can make use of multiple URLs, tracking parameters, and redirects within their apps through in-app interfaces or webviews.
Apple has also relaxed the warning message for external links, now only displaying it once with an option to disable it for future interactions within the same app.
These changes are effective immediately for EU developers, with more adjustments expected as Apple continues to appeal against additional EU Commission requirements.
Updates to Fees
Apple is introducing a 2% Initial Acquisition Fee for new users' first six months, exempting developers in the Small Business Program and returning users. A tiered Store Services Fee structure includes basic services with a 5% fee and standard services with a 13% fee (10% for small developers). Developers can also opt for a 5% commission on sales through promoted external payments rather than a flat fee.
By 2026, Apple plans to transition to a commission-based model for all developers in the EU. These changes aim to strike a balance between granting developers more flexibility while retaining control over the ecosystem.
As Apple navigates regulatory pressures and legal appeals, the future of the EU App Store landscape remains uncertain. Developers now have more operational freedom, but the evolving situation suggests further changes on the horizon.
