Apple has revealed significant updates to its App Store policies in the European Union under the Digital Markets Act (DMA), which aim to reshape the app distribution landscape. These changes bring notable shifts for EU-based developers and introduce a two-tier system for Store Services fees on purchases made outside of apps. Under the new rules, EU developers now have the freedom to advertise in-app offers for digital goods and services through external websites, other apps, and alternative app marketplaces. 
This offers greater flexibility for developers to include multiple URLs inside their apps, with redirects and tracking capabilities, enhancing their promotional strategies.
Additionally, Apple is lifting its infamous scare screens that users see when they tap on an external link, allowing developers to turn them off after the initial interaction. This move enables developers to craft their own interfaces for links to external payments and promotions, improving the user experience and promoting seamless transactions. On the financial side, Apple is introducing a Core Technology Commission, which mandates a 5% commission on purchases made outside the App Store for apps distributed on the platform. Furthermore, the company is maintaining its Core Technology Fee (CTF), charging €0.50 per download for each app installed over 1 million times annually.
A new fee structure has also emerged, with a 2% initial acquisition fee on digital goods and services purchased outside the App Store by new users within six months of downloading an app. Apple is rolling out a two-tier system for Store Services fees, where developers can switch between the two tiers once per quarter. The first tier offers a lower 5% commission on in-app purchases but restricts key features such as automatic app updates, app downloads, search suggestions, and performance metrics. The second tier offers a higher 13% commission (or 10% for Small Business Program members) but provides full access to all key features of the App Store.
The new approach has drawn criticism from various quarters, including Epic Games CEO Tim Sweeney, who labeled it a “mockery of fair competition” and argued that it undermines digital market fairness. The changes come after the European Commission’s preliminary €500 million fine against Apple earlier this year for anti-competitive practices in violation of the DMA. Despite Apple’s appeal on privacy grounds, the Commission is proceeding with a thorough evaluation of the impact of the updated policies on consumers.