Apple yesterday announced a major update for its app store policies under the Digital Markets Act (DMA) for its app store policies in the European Union, which includes a new two-tier system for the fees of store services on new app distribution for European Union-based developers and shopping outside the apps.
EU Devs are now free to advertise in-app offers for digital goods and services through external websites, other apps and alternative app marketplace. Developers can also include many URL destinations inside their apps with redirect and tracking.
Apple’s infamous scare screen, which users see when they tap an external link, can now be closed after the first conversation within the apps. Developers can also design their own interfaces for external payment and publicity links.
Apple is also introducing a new core technology commission that makes 5% commission compulsory on the purchase made for apps distributed on the app store. Apple is also retaining its main technology fee (CTF), which exceeds 1 million € 0.50 per download for each annual install. There is also a new initial acquisition fee that adds 2% fee on the purchase of digital goods and services outside the app store by new users in the first six months after downloading the app.
With those changes, Apple Store is introducing a new two-level system for fees for store services. Developers will be able to move between two levels per quarter per quarter per quarter.
Tier 1 provides 5% commission on in-app purchases to developers, but severely limits major features such as automated app updates, automated app downloads, search tips, ratings and display matrix.
Tier 2 asks for a high 13% commission (10% for members of small business programs), getting the developers access to all the key features provided by the app store for their app
Epic Games CEO Tim Sweeny criticized Apple’s new approach, called the new Tier 1 list “fun of fair competition” and “illegal”.
Apple’s new Digital Markets Act malicious compliance scheme is clearly illegal in both Europe and the United States and makes fun of fair competition in digital markets. Competitive paid apps are not only taxed, but also become commercially crippled in the app store.
– Tim Sweeny (@Timsweeneyepic) 26 June, 2025
So how did we get here?
Back in April, the European Commission (EC) issued an initial penalty on Apple’s constant-transplant-transported app store practices, with steering and users to prevent users from using alternative payment platforms, which were in violation of DMA. Apple later appealed to the decision on a privacy basis, but it was not enough for EC. The Commission will now evaluate the new policies of Apple, which affects consumers under DMA.
