plowunited.net – Apple has introduced a new App Store fee structure in the European Union in response to regulatory pressure. The European Commission recently ruled that Apple failed to comply with the Digital Markets Act (DMA). The tech giant now has until July 7 to appeal that decision. In the meantime, it has rolled out detailed changes that affect how developers in the EU monetize their apps.
At the core of Apple’s compliance strategy are new developer fees and service terms. These include an “initial acquisition fee,” a “store services fee,” and a “Core Technology Fee” (CTF). The CTF applies to apps with over one million annual installs. For those using external purchase links under Apple’s new StoreKit Addendum, the CTF is replaced by a “Core Technology Commission” (CTC), which charges a 5 percent rate on revenue. This commission applies to all digital goods or services sold within a 12-month period after installation. This revised model marks a significant shift in Apple’s relationship with developers and attempts to meet the EU’s new legal requirements.
Two-Tiered System Differentiates Store Services and Fees
Apple’s new structure introduces two distinct tiers based on how developers use App Store services. Tier 1 is for apps that rely on mandatory services such as in-app purchases and core distribution tools. Tier 2 applies to apps that opt in to additional services voluntarily.
Both tiers include a 2 percent initial acquisition fee. However, developers enrolled in the Apple Small Business Program or offering recurring subscriptions beyond the first year are exempt. The Tier 1 store services fee is set at 5 percent, while Tier 2 developers face a 13 percent fee. That rate drops to 10 percent for those in the Small Business Program. These fee adjustments aim to offer more flexibility while maintaining Apple’s infrastructure standards. However, the structure remains complex and will likely require developers to analyze their monetization models more closely.
New Commission Models Offer Flexibility Based on Developer Choices
Apple’s updated Core Technology Commission model is key to its new approach. Developers who accept the StoreKit External Purchase Link Entitlement (EU) Addendum pay a flat 5 percent CTC. This model applies to digital transactions within one year of the app’s installation, including updates and reinstalls.
By contrast, those who opt not to join the addendum face the traditional Core Technology Fee based on installation volume. This difference in approach gives developers a choice between usage-based or revenue-based fees. However, understanding the long-term financial impact will require careful planning. Starting January 1, 2026, Apple plans to unify its fee structure under the Core Technology Commission model for all EU developers. This will eventually eliminate the current tiered system.
Apple Relaxes Rules on External Promotions and User Links
Alongside the new fee structure, Apple has eased its restrictions on how developers promote offers to EU users. Developers may now guide users to alternative marketplaces, websites, or other apps. These destinations can be accessed either within the app via a web view or externally.
Apple also revised its warning screens, often referred to as “scare sheets,” shown when users leave the App Store. These screens will now carry less alarming language, aligning with the EU’s demand for fair user choice. This update enhances transparency and supports third-party payment methods and app discovery. These promotional freedoms signal a major shift in Apple’s traditionally closed ecosystem, especially in Europe.
What Lies Ahead for Developers and Apple in the EU
With its new fee structure and relaxed promotion rules, Apple has taken a major step toward DMA compliance. However, the European Commission’s scrutiny continues. Apple still has the option to appeal the ruling by July 7. If it does not, it must fully adhere to the DMA or face penalties.
The company’s plans to transition fully to a unified Core Technology Commission model in 2026 could simplify compliance for developers. Until then, developers will need to navigate the two-tier system and assess the financial implications of the various fee options. Apple’s evolving stance may influence global policy discussions around digital marketplaces. For now, developers operating in the EU must closely monitor these changes to stay competitive and compliant.
