New Rules for Developer Communication and Promotion

Developers with apps available in the EU App Store now have greater latitude in communicating offers for digital goods and services. They can promote these offers through various channels, including their own websites, alternative app marketplaces, or even within other apps, utilizing web views or native experiences. This represents a substantial shift from Apple’s previously restrictive policies.

However, this increased freedom comes with updated business terms. Transactions resulting from these promoted offers will be subject to an initial acquisition fee, a standard store services fee, and, for developers utilizing the StoreKit External Purchase Link Entitlement (EU) Addendum, the Core Technology Commission (CTC). Apple asserts that the CTC is designed to reflect the value it provides developers through ongoing investment in its platform’s tools, technologies, and services.

Specifically, music streaming applications within the European Economic Area (EEA) can leverage the Music Streaming Services Entitlement (EEA) to take advantage of these new promotional options. This is particularly relevant given the scrutiny Apple has faced regarding its control over the music streaming market.

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 from the current Core Technology Fee (CTF) to the CTC for all digital goods and services sold through the App Store, web distribution, and alternative marketplaces. This unified approach aims to simplify the fee 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. However, once the transition to the CTC is complete next year, these developers will also be required to pay the CTC on qualifying transactions. Apple has indicated that further details regarding this transition will be provided in the coming months.

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

Enhanced User Experience for Alternative App Installation

Apple is also updating the user experience for installing alternative marketplaces and apps directly from developer websites. Beginning with iOS 18.6 and iPadOS 18.6, EU users will encounter an improved installation process. Furthermore, later this year, Apple will release an API that will allow developers to initiate the download of apps they distribute outside the App Store directly from within their existing applications. This will streamline the process for users seeking alternative app sources.

What impact will these changes have on smaller developers who previously struggled to gain visibility within the App Store ecosystem? And how will Apple balance its commitment to developer flexibility with its ongoing efforts to maintain the security and privacy of its platform?

Frequently Asked Questions