Apple Overhauls EU App Store Policy: New Fees & Open External Purchases After €500M Fine
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Apple was recently fined €500 million by the European Union for failing to comply with the Digital Markets Act. Although the fine has yet to be paid, the company has begun revising its developer policies, as continued non-compliance beyond June 26 could result in additional penalties.
The most notable change in Apple’s updated developer policy is the removal of restrictions on developers using any channel to direct users toward external purchase options. However, instead of eliminating the Core Technology Fee (CTF), Apple has introduced an even more intricate fee structure.
In the wake of the €500 million EU fine, Apple’s revised policies no longer limit external purchases but impose a more complex fee model.
Specifically, Apple’s new anti-steering rules—regulations that govern how developers may communicate with users—now permit EU-based app developers to link to alternative subscription services or in-app purchase methods outside the Apple App Store through any channel.
Whether via websites, links to other app marketplaces, or in-app messages that share purchase links, Apple now allows such communications both inside and outside of apps, including through WebView or native in-app experiences, without requiring the warning screens or disclaimers previously mandated by Apple.
For developers, this change means guiding users toward external purchases is now significantly more seamless. For example, when a user attempts to subscribe, the app can now display an immediate prompt highlighting a cheaper option via an external link, without requiring them to leave the app environment.
Nevertheless, Apple has retained the Core Technology Fee (CTF). A 2% fee on transaction value will now be charged as the initial user acquisition cost, alongside the App Store service fee, which covers functions such as app review, downloads, and updates. This service fee is tiered—either 13% or 5%—depending on the developer’s selected service level.
Tier 1 developers have access to limited App Store services, including manual reviews, updates, and basic fraud protection. Tier 2 developers can access marketing tools, automated updates, featured placements, personalized recommendations, and in-depth app analytics.
For developers who wish to use StoreKit External Purchase Link Entitlement (EU) to redirect users to third-party payment solutions, a new fee—CTC (Core Technology Contribution)—will replace the existing CTF. This CTC will go into effect on January 1, 2026, and will apply only to developers operating under standard terms, charging a 5% fee on transaction value.
According to the terms, once an app surpasses one million downloads, developers will be charged €0.50 per install as a core technology fee. Under the EU’s alternative terms, developers can still benefit from this pricing model.
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