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Apple updates rules for the EU App Store by adding more complicated pricing

TechBrunchBy TechBrunchJune 26, 20253 Mins Read
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On Thursday, Apple announced a series of updates to its developer policy to comply with the EU's Digital Markets Act (DMA). The expected news arrived in time for the June 26th deadline. The iPhone maker then risks a new fine. The changes include both the way app developers communicate with customers and Apple's fees.

EU regulators previously forced Apple to fine 500 million euros for breaching the DMA, threatening to impose further penalties, and forcing Apple's hands.

Regarding Apple's new “stomping” rules directing customer communication, EU app developers will be able to link to subscriptions and other in-app purchase alternatives outside the app store across any channel. This means that this link can be shared on other in-app websites, alternative app marketplaces, and more. These links can also be accessed outside the app or within the app using a web view or native experience, without the need for warning screens or text previously required by Apple.

Furthermore, instead of removing Core Technology Fees (CTFs), Apple has introduced a more complicated pricing structure.

Currently, there are initial acquisition fees (2%) and store service fees. The latter is either 13% or 5%, depending on the layer chosen by the developer. (Small Business Program Members pay 10%.) Tier 1 developers have access to more limited app store services, including app reviews, manual updates, and anti-fraud measurements. Tier 2 offers access to marketing tools, automatic updates, curation and personalization features, app insights and more.

Next, for apps that you would like to link to alternative payment methods via StoreKit External Purchase Link Qualification (EU) Addendum, there is the Core Technology Committee (CTC). This will ultimately replace the Core Technology Fees (CTF).

To date, the developers have paid a core technology fee of 0.50 euros per app installation after the app exceeded 1 million downloads. This continues for developers regarding alternative EU business terms.

For developers with standard EU conditions, CTC (5% fee) will be applied instead. Developers currently paying for the old CTF will be moved to the new rules by January 1, 2026.

“CTC reflects the value that Apple offers developers through its ongoing investment in tools, technologies and services that allow Apple to build and share innovative apps with users,” Apple said in a statement.

Epic Games CEO Tim Sweeney sued Apple and earned the right to use alternative payments without fees in the US, but responded to X's news with more malicious compliance from Apple.

“The malicious compliance scheme of Apple's new digital market laws is blatantly illegal in both Europe and the US, creating a fair competition ock laugh in the digital market.



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