Apple’s tug-of-war with European regulators just entered its next act − and it’s less Swan Lake and more Game of Thrones. In a sweeping move to comply with the EU’s Digital Markets Act (DMA), Apple has unveiled a fresh set of App Store rules and fees. But while the tech giant is technically opening the gates, it’s also building toll booths at every exit.

Buckle up, developers − this is going to be a wild ride.

What’s Changing? Apple’s “Open” EU App Store

As of June 26, 2025, apps distributed through EU storefronts can now inform users about deals and purchases available outside of Apple’s ecosystem. That includes:

  • Actionable links to websites, alternative app stores, or other apps
  • Information about subscription pricing and external offers
  • Web views and native in-app experiences for external purchases

In the EU, Apple has quietly swapped out its over-the-top in-app disclosure sheet for something a little less panic-inducing − no more red flags, just a polite heads-up.

In-app disclosure sheet

Source of the image

Sounds like a big win for developers, right?

Not so fast.

Fees Galore: The Apple Tax Evolves

Yes, Apple is opening up − but it’s also introducing a complex web of fees. Depending on how developers use these shiny new “freedoms,” here’s what they can expect:

  • 5% Core Technology Commission (CTC)
  • 5% Store Services Fee (Tier 1)
  • 13% Store Services Fee (Tier 2)
  • 2% Initial Acquisition Fee (waived for Small Business Program)
  • €0.50 Core Technology Fee (CTF)
  • 2% Initial Acquisition Fee (again, waived for Small Business Program)
  • 5% or 13% Store Services Fee, depending on tier

Confused yet? Wait − there’s more.

The Tier System: Choose Your Own (Paywall) Adventure

Apple now offers two tiers of Store Services:

  • Tier 1: Basic features like app delivery and safety checks. No automatic updates, no featuring, no fun. Lower fees.
  • Tier 2: Everything Apple currently offers − auto-updates, curation, App Store marketing, search optimization, etc. Higher fees.

Reporting & Restrictions

Developers must report all external transactions to Apple via the External Purchase Server API − because, naturally, Apple still wants its cut.

Also, developers cannot mix App Store and external payments in the same app on the EU storefront. That’s a hard no from Cupertino. 

What’s Next?

By January 1, 2026, Apple plans to transition fully to a single CTC-based model, phasing out the CTF. Whether that’s a miracle of streamlining or a bureaucratic Rubik’s cube is up for debate. 

Up next in 2025:

  • A revamped iOS and iPadOS experience for installing apps from the web or alternative marketplaces (starting with iOS 18.6 and iPadOS 18.6)
  • A new API allowing developers to initiate downloads of externally distributed apps − from inside their own apps

Reactions: Applause? Booing? Lawsuits?

Unsurprisingly, not everyone is applauding. Epic Games CEO Tim Sweeney called the changes “a mockery of fair competition.” Apple, for its part, disagrees with the EU’s demands and has made it clear it plans to appeal.

Final Act

Apple’s latest move is the digital equivalent of: “Yes, but actually no.” While it’s technically meeting EU requirements, it’s also ensuring developers pay their dues − sometimes twice.

The DMA may have cracked open Apple’s garden wall, but make no mistake: the toll booths are still firmly in place.

The Apple vs. EU saga? The curtain is far from falling.