A pple has announced a significant change in its policy within the European Union, allowing app developers more freedom to communicate directly with their customers outside the App Store. This change comes in response to charges by the European Commission in June, accusing Apple of violating the bloc's technology regulations.
Previously, Apple restricted developers by permitting "link-outs" only, which meant that app developers could include a link in their app redirecting customers to a web page where contracts could be finalized. Now, Apple has expanded these options, enabling developers to communicate and promote offers available anywhere, directly from within their apps.
However, along with this policy shift, Apple has introduced two new fees. The first is a 5% acquisition fee for new users, and the second is a 10% store services fee for any sales made by app users on any platform within 12 months of the app installation. These fees will replace the existing reduced commission that Apple currently charges for digital goods and services sold through the App Store.
Apple's fee structure has long been a point of contention, especially in the context of the European Union's Digital Markets Act (DMA). The Commission has previously criticized Apple's fees for being excessive and not strictly necessary for the services provided. In response to Apple's latest policy update, a Commission official stated, "We will assess Apple's eventual changes to the compliance measures, also taking into account any feedback from the market, notably developers."
This charge against Apple marks the first by the Commission under the DMA, a landmark regulation aimed at curbing the dominance of Big Tech companies. Violations of the DMA could result in fines of up to 10% of a company’s global annual turnover.
Apple’s move reflects the growing pressure from regulators and developers who have long demanded more equitable terms for operating within the App Store. As these changes take effect, the impact on developers and the broader tech industry will be closely watched, particularly as the EU continues to enforce its new regulations.
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