Apple has announced significant changes to its App Store policy in the European Union, following an investigation by the European Commission. The tech giant’s move comes in response to charges of breaching the bloc’s Digital Markets Act (DMA), a landmark legislation aimed at curbing the dominance of major tech companies.
Key changes include allowing developers to communicate with customers outside the App Store ecosystem, a practice previously restricted. Developers can now promote offers available on any platform directly within their apps, not just on their own websites.
However, Apple is introducing two new fees:
- A 5% acquisition fee for new users
- A 10% store services fee for sales made by app users on any platform within 12 months of app installation
These fees will replace the current reduced commission structure for digital goods and services sold through the App Store.
The policy shift has drawn mixed reactions. Spotify, a vocal critic of Apple’s practices, expressed concerns about the new fee structure, calling it a potential violation of DMA requirements.
The European Commission, while acknowledging the changes, stated it would assess the compliance measures and consider market feedback, particularly from developers. The Commission’s earlier criticism focused on Apple’s fees for facilitating new customer acquisition through the App Store.
This is a remarkable moment in the ongoing debate about tech regulation and fair competition in digital marketplaces. As the first charge under the DMA, the case against Apple could set important precedents, with potential fines of up to 10% of the company’s global annual turnover at stake.
