Apple has announced sweeping changes to its App Store policies across the European Union in response to the Digital Markets Act (DMA).
These updates, revealed on Friday, aim to give developers greater control over app distribution, fees, and user interaction—while still allowing Apple to retain certain commission structures.
One of the most significant changes is that EU-based developers can now promote digital goods and services outside their apps through external websites, other apps, and alternative marketplaces.
Developers are also allowed to include multiple URL destinations with redirects and user tracking inside their apps—capabilities that were previously restricted.
Additionally, Apple’s once-mandatory “scare screens”—which appeared when users tapped external links—can now be disabled after a user’s first interaction. Developers are also permitted to create their own user interfaces for linking to external payment platforms and promotional offers.
A major structural shift comes in the form of a new two-tier Store Services fee system:
Tier 1 imposes a 5% commission on in-app purchases but removes access to essential features such as automatic app updates, downloads, search suggestions, ratings, and analytics.
Tier 2, aimed at more comprehensive service users, charges a 13% commission (10% for Small Business Program members) and retains full App Store features. Developers can switch tiers per app on a quarterly basis.
Apple is also introducing a new Core Technology Commission of 5% on external purchases for apps still hosted on the App Store, and continuing with the Core Technology Fee (CTF) of €0.50 per install annually after 1 million downloads. A newly introduced 2% initial acquisition fee will also apply to external digital purchases made by new users within six months of downloading an app.
These changes follow a €500 million preliminary fine by the European Commission in April for Apple’s previous anti-competitive practices under the DMA. Despite Apple’s privacy-based appeal, regulators found the tech giant in violation of fair competition rules.
Epic Games CEO Tim Sweeney condemned the update, calling the Tier 1 option a “mockery of fair competition.” The EU Commission will now review the policy overhaul for full compliance under the DMA.