It seems even tech giants have to follow the rules sometimes. Apple, after a long standoff, just made some big changes to its App Store policies. This move came right down to the wire, announced on June 27, 2025, just hours before the European Commission could hit them with a hefty fine. Apple had been fighting this for months, but they finally adjusted their rules to meet the Digital Markets Act.
For app makers in the European Union, this is a breath of fresh air. Developers can now show off their special deals right inside their apps. They can also point users to external websites or even other app stores. Think of it: no more hiding your best promotions. Plus, developers get to design their own marketing screens, which is a nice touch.
Remember that warning screen when an app sent you to an outside link? Good news! Apple says users will only see that alert once now. It’s a small change, but it removes a bit of friction for users looking for deals elsewhere. These details were shared by Apple on their developer website (source: developer.apple.com/news).
Now, about the money. While developers gain freedom, it’s not a free ride. Apple is introducing new costs for apps that use these updated rules. First, there’s a 2% "initial acquisition fee" on some sales of goods or services promoted this way. This applies for the first six months. Good news for smaller developers: they might not have to pay this specific fee if they are part of Apple’s small business program.
Then there’s a "Store Services Fee," which has two levels. If you want limited access to App Store tools – like just getting your app out there, keeping it safe, and managing it – that’s a 5% cut. But if you want all the bells and whistles, like Apple’s full suite of services, that jumps to 13%.
Another new cost is the "Core Technology Fee." If developers choose to use the new alternative terms in the EU, they’ll pay 0.50 euros for every app installation above one million each year. This is for the first install. However, if developers stick with Apple’s standard terms but still use other payment methods, Apple will take a 5% commission on those sales.
Looking ahead, Apple promises an easier experience for users too. The upcoming iOS 18.6 and iPadOS 18.6 updates will make it simpler to install apps from places other than Apple’s own store, like directly from a developer’s website. Apple is even giving developers a special tool, an API, to help users start these downloads right from their own apps. These changes clearly show how much regulators are pushing big tech to open up their systems, and Apple is certainly feeling the pressure.