Apple officially announced major updates to its developer policies this Thursday, aiming to satisfy the European Union’s Digital Markets Act (DMA) before the June 26 deadline to avoid further regulatory penalties. The tech giant is shifting both its developer communication guidelines and its intricate fee structures in response to mounting pressure from EU regulators.
Escaping the Regulatory Crosshairs
The move follows a €500 million fine previously levied against Apple for DMA noncompliance. With EU regulators threatening more aggressive action, Apple has been forced to dismantle some of its most restrictive barriers regarding how developers interact with their own customers.
New Rules for Anti-Steering
Under the revised “anti-steering” policies, EU-based developers gain significantly more freedom. They can now link to alternative payment methods for subscriptions and in-app purchases across any channel—including websites, rival app marketplaces, or even within other apps. Apple confirmed that these links no longer require the mandatory warning screens or specific, restrictive text that previously hampered the user experience.
A More Complex Fee Architecture
Rather than eliminating the controversial Core Technology Fee (CTF), Apple has opted to introduce an even more layered financial model. Developers now face an initial 2% acquisition fee, supplemented by a “store services fee” that varies based on the chosen tier:
- Small Business Program members: 10% fee.
- Tier 1: 13% fee (includes basic services like app reviews and anti-fraud).
- Tier 2: 5% fee (includes advanced marketing tools, automated updates, and personalization features, as detailed in the official documentation).
The Shift to the Core Technology Commission
For apps utilizing external payment links via the StoreKit External Purchase Link Entitlement, Apple is rolling out a new “Core Technology Commission” (CTC). This will eventually phase out the current CTF. While developers currently paying the €0.50 fee for every install over the 1-million-download threshold will continue under existing terms, those on standard EU terms will transition to the 5% CTC. All developers must migrate to these new rules by January 1, 2026.
“The CTC reflects the value Apple provides developers through ongoing investments in the tools, technologies, and services that enable them to build and share innovative apps with users,” the company stated.
Industry Backlash
The update has met immediate hostility from industry critics. Epic Games CEO Tim Sweeney, who has long challenged Apple’s payment dominance, criticized the move on X as “malicious compliance.”
Sweeney argued that the new scheme is “blatantly unlawful” and undermines fair competition. He contends that by taxing apps that utilize competing payment methods, Apple is effectively crippling their commercial viability within the App Store ecosystem.
