Under mounting pressure from the European Union, Apple has made significant changes to its App Store policies, particularly concerning its anti-steering practices. The revisions come after the EU's preliminary findings in June 2024, which stated that Apple was not fully complying with the Digital Markets Act (DMA), particularly in how it restricted developers from communicating offers to users outside of the App Store.
In response, Apple has announced a series of updates to its terms for developers in Europe. Starting this fall, developers will no longer be bound by Apple's previously enforced restrictions on promoting offers or using specific templates. Developers can now freely link to alternative marketplaces, websites, or other apps, providing users with more options and transparency. Additionally, Apple has removed constraints on how promotional offers are designed within apps, allowing for multiple links that can be tapped, clicked, or scanned by users.
While users will still receive a disclosure sheet informing them that they are purchasing directly from the developer rather than Apple, this notification can now be turned off by users, offering a smoother experience.
Apple has also introduced a new fee structure as part of these updates. The previous reduced commission and Core Technology Fee have been replaced with two new charges: an Initial Acquisition Fee and a Store Services Fee. The Initial Acquisition Fee, set at 5%, will apply to purchases made by new app users in the first year after an app's initial download if it directs users outside the App Store. The Store Services Fee, set at 10%, will apply to sales of digital goods and services for 12 months following an app's installation or update, with the fee resetting upon reinstallation or update.
For developers already operating under Apple's existing terms, opting into the new linking options will result in an increased Store Services Fee of 20%. However, there are reduced rates available for developers in Apple's Small Business Program and for subscriptions after the first year.
These changes are expected to lower charges for developers while offering greater flexibility in how they interact with users. Despite these revisions, the European Commission is still set to review Apple's compliance with the DMA and could potentially impose fines if the company is found to have violated the regulations.