Apple’s new App Store changes in the EU explained
To comply with the EU’s Digital Markets Act (DMA), Apple has once again updated its App Store rules and fee structures. These updates, announced on June 26, 2025, allow developers to promote and link to external payment options for digital goods—marking a major shift in how in-app purchases work in the European Union. If you’re wondering what this means for developers and consumers, here’s what you need to know about Apple’s evolving App Store policies in the EU.
Apple App Store rule changes give developers more flexibility
One of the most significant changes is that EU-based apps can now inform users about offers for digital services or goods outside the App Store. This includes sharing subscription deals, discounts, and pricing details through clickable links or QR codes. Whether embedded within a native app interface or using a web view, developers can now provide direct access to alternative marketplaces or their own websites. Apple no longer limits the type of URLs shared, which opens up new opportunities for user engagement and conversion.
New App Store fees introduced alongside greater freedom
While Apple is granting more freedom, it’s also introducing new business terms. Developers who take advantage of external linking must agree to pay a Core Technology Commission (CTC), a store services fee, and an initial acquisition fee. These fees reflect Apple’s view that even external transactions benefit from the company's tools and infrastructure. Depending on the app’s setup and fee tier, charges vary—ranging from 5% to 13%, with some discounts available for small businesses and long-term subscribers.
Apple transitions to a unified EU business model by 2026
Looking ahead, Apple plans to simplify its EU fee model by January 1, 2026. The company will replace the existing Core Technology Fee (CTF) with the new Core Technology Commission (CTC) for all developers handling digital services or content. For now, apps with actionable purchase links will pay the CTC, while those merely referencing external options without links will continue under the CTF. Apple has also introduced a two-tier Store Services system. Tier 1 includes essential services with lower fees, while Tier 2 provides broader tools like analytics, personalization, and promotional support—at a higher cost.
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