Today, Apple announced several changes to comply with the EU’s Digital Markets Act. Although Apple already offers more opportunities for users and developers in the EU, the European Commission expected Apple to make further adjustments, which have now been made.
For the first time, developers can communicate and promote offers for purchases available at a destination of their choosing. According to Apple, the destination can be an “alternative app marketplace, another app, or a website, and can be accessed outside of the app or through a web view displayed in the app.”
Developers may also promote offers within their app, including information about subscription pricing or other offers available both inside and outside the app, as well as explanations or instructions on how to subscribe to offers outside the application.
Apple is also adding these changes in the EU:
- Developers may choose to use an actionable link that can be tapped, clicked, or scanned to guide users to their destination.
- Developers can use as many URLs as they want without specifying them in the app’s info list.
- Links with parameters, redirects and intermediate links to target pages are permitted.
- To reflect changes to these features, updated terms and conditions will be introduced for apps with permission for external purchase links.
Apple adds new fee structure and commission rates for developers outside and inside the App Store
Apple is also introducing a new fee structure for apps that link to a website and do not use the App Store. First, there is an “Initial Acquisition Fee,” a commission on the sale of digital goods and services. This fee applies for 12 months after an app is first downloaded via that external link.
In addition, there is a “Store Services Fee,” which is also a commission on the sale of digital goods and services, but it only works if the user continues to interact with the app within a set period of 12 months from the date of installing, updating, or reinstalling the app.
It is important to note that there are no fees for ongoing subscriptions and their extensions, so the change is only worthwhile for new customers.
Apple has also changed its commission rates. In addition to the Core Technology Fee, Apple charges 5% for the Initial Acquisition Fee and 10% for the Store Services Fee, although this fee can be reduced to 5% for members of the App Store Small Business Program or a qualified renewal of a subscription after one year.
For those in the EU who continue to offer the app on the App Store, Apple has increased the commission fee for linked links. Without the Core Technology Fee, Apple continues to charge 5% as an initial acquisition fee and 20% as a Store Services Fee. For members of the App Store Small Business Program or a qualified subscription renewal after one year, this fee can be reduced to 7%.
Packing
Ultimately, it’s about the developer understanding what may be more beneficial for them. Apple even offers a free calculator to help them figure out whether they should proceed with the App Store or third-party marketplaces.
These changes will be available later this fall when iOS 18 and the other operating system updates are released.
