that it does not comply with the DMA – Digital Markets Act of the European Commission (EC).
When I hear the terms ‘Apple’ and ‘the European Union’ in the same sentence, I automatically think of slalom: you know, Apple’s attempt to evade the EU’s advice and recommendations seems to me like a ski race on a winding track.
– Margrethe Vestager, EU Competitions Director, June 24
When Vestager speaks of “steering,” she means the ability of app developers to direct customers to alternative payment options outside of Apple’s App Store via website links and similar methods. The European Union’s Digital Markets Act requires electronic devices sold in the EU to support alternative methods for installing and paying for apps. This regulation ensures that users and developers have choices beyond the standard platforms and payment systems provided by the device manufacturer or app store.
Today is no different. We are witnessing another great slalom from Apple.
Apple is making significant changes to its App Store policies in the EU, but (!) there is also a new fee system.
So Apple is loosening its previous restrictions on how developers can create links to external payment methods. Developers can now use more flexible, dynamic links. These links can take users to any website, including other app marketplaces, and can include parameters as long as they are not used for advertising or user profiles. Previously, links had to be static and take users to a website without parameters.
Additionally, apps can now open these external links within the app itself, rather than forcing users to switch to a web browser like Safari. Apple is also updating the user information sheet to make it more user-friendly, so users won’t see it in future interactions, according to 9to5Mac’s report on the matter.
Apple’s new fee system for apps that use external links
For apps with alternative EU terms and conditions, an initial acquisition fee of 5% will be charged on digital goods and services purchased by new users within the first 12 months of downloading the app. For apps with standard terms and conditions, the initial acquisition fee for new users will remain 5% for the first year.
However, the Store Services Fee is higher at 20%, but can be reduced to 7% for members of the Small Business Program or for qualified subscription renewals after one year.
This updated fee structure includes both the Initial Acquisition Fee and the Store Services Fee, with the Initial Acquisition Fee applying to new user purchases within the first year and the Store Services Fee applying to all digital sales within a 12-month period of installing the app.
If a user continues to use the app after 12 months, only the Store Services fee applies. If the app is deleted, fees will no longer apply after the 12-month period. These fees apply to new purchases of digital goods and services, but not to existing subscriptions or renewals.
If a user first downloads the app and later makes a purchase on another device, both fees will still apply because Apple considers the app download to be the starting point for the sale conversion.
Developers can view the updated fee terms on Apple’s developer website, which also includes a new fee calculator to help estimate the impact of these changes.
