New Rules for Developer Communication and Promotion

Developers operating within the EU App Store now have expanded capabilities to directly communicate offers for digital goods and services to their users. This includes the ability to promote purchases that occur outside of Apple’s in-app purchase system, directing customers to a website, an alternative app marketplace, or even another application. This represents a substantial shift from previous restrictions, allowing developers greater control over their customer relationships and promotional strategies.

However, this increased freedom comes with updated business terms. Apps leveraging these new communication channels will be subject to an initial acquisition fee, a standard store services fee, and, for those utilizing the StoreKit External Purchase Link Entitlement (EU) Addendum, the Core Technology Commission (CTC). Apple asserts that the CTC is designed to reflect the ongoing value it provides developers through its tools, technologies, and services – investments that facilitate app creation and distribution. Music streaming services within the broader European Economic Area (EEA) also benefit from these new options via the Music Streaming Services Entitlement (EEA).

Transition to a Unified Business Model in the EU

Looking ahead, Apple plans to streamline its business model within the EU by January 1, 2026. The company will transition all developers to a single framework, moving away from the current Core Technology Fee (CTF) and adopting the CTC for all digital goods and services sold through the App Store, web distribution, or alternative marketplaces. This simplification aims to create a more consistent and predictable cost structure for developers operating in the region.

Currently, developers under the Alternative Terms Addendum for Apps in the EU are only subject to the CTF. This will remain the case until the full implementation of the CTC next year. Apple has indicated that further details regarding this transition will be provided in the coming months. What impact will this unified model have on smaller developers, and will it truly level the playing field?

Enhanced User Experience for Alternative App Installation

Alongside these business changes, Apple is also refining the user experience for installing alternative app marketplaces and apps directly from developer websites. Beginning with iOS 18.6 and iPadOS 18.6, users in the EU will encounter an updated installation process. Furthermore, later this year, Apple will release an API enabling developers to initiate the download of apps distributed outside the App Store directly from within their existing applications. This aims to provide a smoother and more integrated experience for users exploring alternative app sources.

Did You Know?: The Digital Markets Act is a landmark piece of legislation designed to curb the power of large tech companies, often referred to as “gatekeepers,” and promote competition in digital markets.

These changes represent a significant response to regulatory pressure and a willingness to adapt to the evolving digital landscape. But will these adjustments be enough to satisfy regulators and truly foster innovation within the EU app ecosystem?

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