Apple Overhauls App Store Policies in EU Amid DMA Pressure – New Fees, Freedom for Developers, and Tiered Services

Apple has officially revamped its App Store policies in the European Union in response to the Digital Markets Act (DMA), marking one of its most significant policy shifts in years.

EU-based developers now have expanded freedom to promote external offers for digital goods and services—whether through websites, alternative marketplaces, or within other apps. Apple will also allow multiple external URL destinations inside apps, complete with redirect and tracking support.

One of the most controversial tools in Apple’s arsenal—its warning screens when users leave the App Store environment—can now be disabled after the first interaction. In another major concession, developers can design their own UI for external links and payment interfaces.

But this flexibility comes at a price.

Apple is introducing new fees under the banner of its Core Technology Commission, which includes:

A 5% commission on external purchases for apps still distributed via the App Store

The ongoing €0.50 Core Technology Fee (CTF) per annual install after 1 million downloads

A 2% Initial Acquisition Fee for purchases made by new users outside the App Store within six months of app download

Additionally, Apple unveiled a two-tier Store Services fee structure:

Tier 1 offers a 5% commission, but removes key App Store features like automatic updates, downloads, search suggestions, app ratings, and performance metrics.

Tier 2 charges 13% (or 10% for Small Business Program members), but includes full App Store benefits.

Developers will be able to switch tiers per app once per quarter.

Not everyone is impressed. Epic Games CEO Tim Sweeney labeled Tier 1 a “mockery of fair competition” and “unlawful,” signaling growing industry frustration over Apple’s grip on app distribution—even amid regulatory crackdowns.

These sweeping changes come just months after the European Commission slapped Apple with a €500 million preliminary fine for anti-competitive behavior. The EC accused Apple of steering users away from alternative payment options—actions that violate the DMA. Though Apple appealed on privacy grounds, it wasn’t enough. The EC will now evaluate the consumer impact of Apple’s new rules under the DMA framework.

The real test? Whether these changes truly level the playing field for developers—or simply repackage Apple’s dominance in a more regulation-friendly form.