Apple has overhauled its app distribution, payment processing, and tracking policies across the European Union. The changes arrive after years of mounting regulatory pressure from Brussels and national watchdogs.
The revised framework takes effect October 1 and consolidates all EU developers under one set of business terms. This unification replaces the previous patchwork of rules that governed App Store distribution versus alternative channels.
A new 5% Core Technology Commission replaces the old Core Technology Fee. It applies to digital transactions in apps distributed outside Apple’s marketplace. For apps using Apple’s In-App Purchase system, the standard commission drops to 26%, while smaller developers and qualifying subscription businesses pay 15%.
Those choosing alternative payment processors face commissions of 20% or 10%. Developers linking to external websites for purchases pay 15% or 10%. Apple also charges 5% for apps distributed through alternative marketplaces or directly via websites.
Meanwhile, criticism has erupted from developer advocacy groups. The Coalition for App Fairness, co-founded by Epic Games and Spotify, argued Apple squandered an opportunity to rebuild trust. Epic went further, claiming the new terms deliberately violate the Digital Markets Act, despite the European Commission approving the structure.
Payment flexibility now extends within individual apps. Developers can offer Apple’s payment system alongside alternative methods in the same app. However, once selected, the payment structure must remain unchanged for 12 months.
Child protection measures accompany these changes. Apps in the Kids Category cannot link children to external websites for purchases. Users under 18 encounter parental gates before completing transactions through alternative payment methods. Apps serving children under 13 cannot link to outside websites at all. Member states with higher parental-consent ages may extend these protections to older minors.
On the tracking front, Apple must redesign third-party consent prompts after a German Federal Cartel Office investigation found discrepancies between Apple’s own services and competitor apps. The company has four months to implement neutral language and presentation in consent requests.
Independent monitoring will oversee compliance for seven years. France previously fined Apple €150 million over related privacy concerns, while Italy imposed a €98.6 million penalty.
