New EU App Store Terms to Comply With DMA
Apple (developer, details, Hacker News, TechCrunch, The Verge, 9To5Mac):
These changes resolve Apple’s disagreements with the Commission over business terms and alternative distribution. They also reduce complexity by moving every developer that distributes apps in the EU to a single set of business terms.
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The Core Technology Fee, a per-install fee for developers that achieve extraordinary scale, will be replaced by the Core Technology Commission, a simple 5 percent commission on digital transactions in apps distributed outside the App Store. The new terms also eliminate the initial acquisition fee and store services fee.
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Under the updated terms, developers can now offer Apple In-App Purchase alongside alternative payment options, which had not previously been permitted in the EU.
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Apple is also expanding who is eligible to operate an alternative app marketplace or distribute apps via the web in the EU.
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Apple will continue to require every alternatively distributed app to go through Notarization[…]
Apple will charge a 26% fee for apps distributed through the App Store that use in-app purchase.
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Apps in the App Store that use in-app alternative payment processing will pay 20%.
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Apps that link to a website purchase option will pay 15%.
Apps using Web Distribution or App Marketplaces would pay the 5% CTC (and report transactions). I like that the new terms are simpler and that the fees are slightly lower, but it seems like the EU got tricked or surrendered here.
This is bonkers, I can’t believe the EU Commission agreed to it. The main issue that the DMA was about still remains: Apple retains ultimate control over app developers’ dealings with users.
The status quo that the EU should have pushed for, and which Article 6(7) of the DMA requires, is one where a developer can distribute iOS apps to users without ever entering into any contractual relationship with Apple.
All in all, still extremely anti-consumer. If I can download and run arbitrary code on my Mac--even if I have to jump through scary warnings--why should I not be able to do so on my phone? Why would one computing platform be different from the other?
However, while Apple hopes it will be allowed to charge these lower commissions, it has admitted in a new regulatory filing that it may not be allowed to charge any commission at all on purchases made through third-party app stores and other external platforms.
The commission Apple earns from the App Store is shrinking in markets where it has been forced to relax its grip on in-app purchases, based on new analytics data.
Previously:
- Apple Proposes 15% External Purchase Fee
- EU App Store Tiers and Core Technology Commission
- iOS Notarization’s Human Review
Update (2026-08-20): M.G. Siegler:
Notably, this isn’t a proposal, it’s the announcement of actual changes that Apple will implement (starting October 1) after “close collaboration” with the EC. And lest we think Apple is overplaying that last aspect, that group gave a statement to Bloomberg backing up the assertion[…]
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This feels like mainly a way to keep the all-important big gaming fees – which make up most of in-app payments, and as such, most App Store fees – mostly intact.
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It sure looks like Apple knew this EU deal was coming down the pike and that the bloc agreeing to their terms would bolster the case that these are “fair”. The US judge still gets to decide that, and Epic has already pushed back as Apple seeks to negotiate directly. One big reason for pushing? Epic wants to ensure any changes Apple tries to negotiate be put in place for all developers.
The European Commission has since confirmed that it approves of Apple’s changes to its App Store policies, giving a statement to the Irish Independent[…]
Epic Games, a longstanding critic of Apple’s App Store practices, called the scheme “junk fees,” adding that the plan did “nothing to open up the mobile app ecosystem to competition, as required by Digital Markets Act.”
“The law makes it clear that Apple must allow developers to offer link outs to the web for purchases ‘free of charge’ and has to allow ‘effective use’ of competing stores,” the company wrote.
This changes effectively nothing I care about and continues to be completely laughable.
Apple still in complete control over what is allowed in any iOS app.
It’s so weird to me that the regulation that is explicitly against gatekeepers still allows Apple to be the gatekeeper.
I hope this isn’t the end of DMA. Apple taking a cut of out-of-store apps revenue makes as much sense as app developers taking a cut of iPhone revenue.
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And also I still want to live in a world where anyone can write a program and run it on the devices they own and send it to friends, without having to pay $100/year of developer account and do the whole notarization thing (which considering the amount of scam in the app store we know is pretty useless in terms of security). Not everybody is a professional programmer, some people are just doing programming as a hobby, some are also young people that don’t even own a credit card yet.
I have refused to sign any of Apple’s EU DMA agreements thus far, because I think they are illegal, and they have been optional.
I still think their new terms are illegal — they don’t meet the minimum requirements of the DMA, and will not be approved by stakeholders — but they are no longer optional, so the choice now becomes accept the updated developer agreement or stop being a developer.
Update (2026-08-21): John Gruber:
This is a near-total victory for Apple.
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Thanks to the DMA’s sprawling scope, complexity, and overreach, Apple came out of this conceding only 4 percent of the App Store’s 30 percent commission, and no reduction at all to the 15 percent for subscriptions after the first year.
Update (2026-08-24): Jesper:
The CTC is preferable to the CTF in much the same way that a fire burning down your kitchen is preferable to a fire burning down your entire house.
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The Digital Markets Act was introduced to ensure that sideloading would be an available alternative, to essentially force open platforms that have been closed. Debates about the wisdom of this notwithstanding, in the biggest case, and up until recent developments in Android app marketplace governance also only case, it has failed to deliver the promises that were the entire point of the law.
Update (2026-08-25): John Gruber (Mastodon):
I’m sure some of you think I’m all wet in my argument that the point of the DMA was merely to impose ongoing bureaucratic complexity. But my view jibes with the reality of how it’s worked out.
In other words, maybe we who had high hopes were the ones who got tricked, not the EU Commission.
Update (2026-08-28): John Gruber:
I don’t recall seeing POSIWID before, but I love the concept. A friend sent this to me, with the quip that I forgot to include a link to it in my “What Is the Point of the DMA?” piece this week. Indeed, it encapsulates my arguments about the DMA specifically and the European Commission generally. The purpose of the DMA is what it does, not what you imagine it is intended to do.
I admit to being primed by seeing Jeff Johnson’s post, but I’m certain that my mind would anyway have immediately gone to our favorite scam promoting toll booth, the place that “gives people around the world a safe and trusted place to discover apps that meet [Apple’s] high standards for privacy, security, and content.”
Also consider which apps have to pay the toll and which ones show their own ads for free.
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It's true, if notarization is still required, and any registration for any potential form of payment is required, then nothing fundamentally changes.
Is it about money, or is it about software freedom? Two different questions, and the actual freedom aspect doesn't ever seem to be addressed. Neither Apple nor the EU want to remove the single point of failure/control which is notarization and registration.
Only the money aspect seems to be discussed.
This is a mess to figure out. If I understand it:
26% = Apple distributes + Apple handles in-app payment (like now)
20% = Apple distributes + developer uses Stripe (etc) for in-app payment
15% = Apple distributes + developer uses Stripe (etc) for out-of-app payment (a website)
5% = Developer distributes outside Apple + developer handles payment
The numbers become 15% / 10% / 10% / 5% for the Small Business program.
So it's a 5% tithe to Apple if you want to sell iPhone apps like you can sell Mac apps from a website right now. 5% "Core Technology Commission" tax. And notarization is always required. And Apple still requires the $100 yearly developer fee, which means Apple can Charlie Monroe you at any time, or be retarded in other ways.
How much you want to bet that 5% "Core Technology Commission" tax is being talked about inside Apple for all Mac Apps now? The pesky precedent of Mac App distribution on your own website for 30+ years really screws their argument for it existing.
If you want to do website distribution, incorporate an EU entity, pay Apple 5% for no reason, file all nonsense paperwork with EU bureaucrats and pay their fees, then pay your payment processor. You're probably close to the 15% overhead Apple charges for doing it all on the App Store under the Small Business terms ("what a coincidence"). So it's a lot of extra paperwork and headache for basically no gain.
Meanwhile: Advertising companies like Facebook and Google and scam apps are completely unaffected.
The easiest solution will end up being an edict that Apple is required to offer all costs for devkit / memberships / notarisation etc. on a FRAND basis for all developers regardless of their distribution channel or business model, and is then prohibited from extracting any revenue of any sort from people who do not vend their apps through Apple's stores.
That, or simply prohibiting Apple from selling / offering subscriptions to third party software, period.
Watching Apple wiggle out of this whilst placing a bar of gold on Trumps desk. It's a sight to be seen.
If Apple wants to have their tools be required for distribution and development (Xcode, Swift, CoreGraphics) then they should not be permitted to collect any fees if the develop distributes outside of Apple's App Store.
If Apple wants to charge a "Core Tech fee" they should be required to ensure the fee is optional (devs can choose not to use Apple's tools and technology), charge the same fee regardless of platform (including macOS). If they go this route they should be required to allow third party tools and Xcode free development worldwide and both within and outside of the App Store. It would not work if it was an EU only rule as developers aren't going to build separate apps just for the EU so it wouldn't actually be accomplishing the goal. Developers are also not going to want to build separate apps for regions where the App Store is mandatory so again Apple would be required to allow Apps built with third party tools into their own store.
All of this for a Core Tech fee and the fact that this would likely kill native app development would likely demonstrate that this is a junk fee that exists only when Apple has the power to enforce it. It exists only because Apple has a monopoly like power over app distribution on iOS.
I also think given all of Apple's shenanigans that the EU should setup an EU run App Notarization service and take away Apple's notarization powers for apps distributed outside of their stores too.
@Kristoffer agreed. They are morally bankrupt. When I started using Macs, Apple was this fun, playful company, the underdog. Sometimes arrogant, but frequently they did know better. These days it's hard to tell them apart from the tech {feudal,fac}ists. Total control over democracy and freedom. It's gross. But they get away with it because 1) people are locked up in the ecosystem; 2) it's a fashion item that projects wealth; and 3) they have somehow convinced people that they are the good guys, mostly through advertising privacy (all the while still not doing end-to-end encryption of iCloud backups, so the US government still has access to most of your iMessages, etc. because your contacts do not have ADP enabled).
After earlier attempts, I have successfully left iPhone this year. Mac is *much* harder. Even though I first used Linux in 1994 and I have a Linux laptop. Desktop Linux still too flaky for me to use on a laptop full-time.
@Daniël, the flakyness of Linux is why Apple can charge what it does. But you do always have a choice. But also boy it’s really nice using a Mac with an iPhone together.
Apple is demonstrably better than its competitors — especially its primary one which is an advertising company — but of course, one should go with the one you have to hold your nose at/suffer through the least.
The new/significant news here to me is that there’s going to be support for web distribution.
That could be pretty good for cross-platform mega-games like Fortnite, but I suspect that will come with a lot of bad (for consumers, especially those with cryptocurrency — think wallet scams are bad now?).
Good for European businesses, though, which is what the DMA was written to protect (scams are also a business).
I wonder if future mega-games will launch on the App Store, and if it becomes successful, try to move their customers to web distribution, or start exclusively on the web, especially as big money makers are typically kids who will have to get their parent’s credit card number.
I guess we’ll see how important Apple’s App Store is for marketing and distribution soon enough.
Also, I suspect payment processors will pop up (Epic seems positioned right for that, but companies like Gumtree, etc. might also work), which will try to replicate an Apple’s record of your purchases, per-country payment processing and taxes, proof-of-age etc. because it doesn’t make sense to build that yourself.
"Desktop Linux still too flaky for me to use on a laptop full-time."
What do you mean by that?
I've now received by Framework and I'm running Framework's recommended Ubuntu build, and it seems just as stable and reliable as a MacBook.
The EU is institutionally ordoliberal (German, essentially) to the core. Gruber is therefore wrong—it's not bureaucracy the EU seeks—but the ideal of market competition. It therefore imposes regulation to demand competitiveness, but not the means of achieving it. Hence, regulation imposes obligations but doesn't say how they should be achieved. If you are thinking that demanding fairness without redressing the power imbalances that produce unfairness is monumentally stupid, then you would of course be correct; this is a typical classical Liberal impulse and it will inevitably fail. See also the GDPR, the European Accessibility Act, etc, etc, etc.