Apple Adapts to the Digital Markets Act: A Comprehensive Guide for EU Developers (2025 Update)
Last Updated: June 26, 2024
Apple is implementing significant changes to it’s App Store policies and business terms in the European Union (EU) and European Economic Area (EEA) to comply wiht the Digital Markets Act (DMA). These updates, announced today, impact how developers communicate offers, handle transactions, and distribute apps. This article provides a detailed breakdown of these changes,offering clarity and actionable insights for developers navigating this evolving landscape.
Understanding the Digital Markets Act & Its Impact
The DMA, enacted by the European Commission, aims to foster competition in digital markets. For “gatekeepers” like Apple, this translates to opening up their ecosystems, allowing users more choice, and providing developers with greater versatility. The changes outlined below are a direct response to these regulations.
1. New Rules for Communicating & Promoting Offers
Developers with apps in the EU App Store now have expanded options for communicating and promoting offers for digital goods and services. This is a core tenet of the DMA - empowering developers to reach customers directly.
Expanded interaction Channels: Developers can now freely communicate offers via channels outside the App Store, including their own websites, option app marketplaces, or even within other apps. This allows for more targeted marketing and potentially lower customer acquisition costs.
Flexible Purchase Destinations: Customers can complete purchases at a destination of the developer’s choosing.This means directing users to a website, another app marketplace, or utilizing a web view or native experience within the app itself.
Revised Business Terms: Transactions resulting from these communications will be subject to a tiered fee structure:
Initial Acquisition Fee: A fee charged for the initial customer acquisition through the App Store.
Store Services Fee: A fee covering the ongoing services Apple provides.
Core Technology Commission (CTC): this fee, detailed below, reflects the value Apple provides through its tools, technologies, and services. It applies specifically to apps utilizing the StoreKit External Purchase Link Entitlement (EU) Addendum.
Music Streaming Services Entitlement (EEA): Apps within the EEA offering music streaming services can leverage specific options under this entitlement.
2. Transition to a Unified Business Model & the Core Technology Commission (CTC)
Apple is streamlining its business model in the EU, moving towards a single framework for all developers by January 1, 2026. This shift centers around the Core Technology Commission (CTC).
Phasing Out the Core Technology Fee (CTF): The current CTF will be replaced by the CTC. This transition applies to digital goods and services sold through the app Store, web distribution, and alternative marketplaces.
Current Addendum Users: Developers currently operating under the Alternative Terms Addendum for Apps in the EU will continue to be subject to the CTF until the full implementation of the CTC next year.
CTC Details: The CTC is designed to reflect the ongoing investment Apple makes in the ecosystem that supports app advancement. Specific rates and detailed data regarding the transition will be released closer to the January 1, 2026 implementation date. Developers should proactively monitor Apple’s Developer website for updates.
Why This Matters: This unified model aims for greater transparency and predictability in fees, allowing developers to better forecast costs and plan their business strategies.
3. Enhanced User Experience for Alternative App Distribution
Apple is improving the user experience for installing apps from sources outside the App Store, further complying with the DMA’s focus on user choice.
iOS 18.6 & iPadOS 18.6 Updates: The upcoming iOS 18.6 and iPadOS 18.6 releases will feature an updated user experience for installing alternative marketplaces or apps directly from a developer’s website. This will streamline the process and make it more intuitive for users. (See Apple’s Developer Documentation on Alt Distribution UX for specifics).
Developer API for Seamless downloads: Later in 2024, Apple will release an API enabling developers to initiate the download of apps they distribute outside the App Store from within their existing apps.This creates a smoother transition for users and reduces friction.
Resources for Developers
Apple provides a wealth of resources to help developers understand and implement these changes:
Communication and promotion of Offers: [https://