In response to the European commission’s requirements under the Digital Markets Act, apple is implementing important changes to its App Store policies within the European Union. These updates focus on communication, promotion, and business terms for app developers.

Communication and Promotion of Offers

Apple is introducing updated terms that allow developers with apps in the European Union storefronts of the App Store to communicate and promote offers for digital goods or services available at a destination of their choice. This destination can be a website, choice app marketplace, or another app, accessible outside or within the app via a web view or native experience.

App Store apps that communicate and promote offers for digital goods or services will be subject to new business terms, including an initial acquisition fee, store services fee, and, for apps on the StoreKit External Purchase Link Entitlement (EU) Addendum, the Core Technology Commission (CTC). According to Apple, “The CTC reflects value Apple provides developers through ongoing investments in the tools, technologies, and services that enable them to build and share innovative apps with users.”

“The CTC reflects value Apple provides developers through ongoing investments in the tools, technologies, and services…”

Music streaming apps on the App Store in the European Economic Area (EEA) wanting to use the Music Streaming Services Entitlement (EEA) can now utilize these options.

Updates to Business Terms

By January 1, 2026, Apple plans to transition to a single business model in the EU for all developers. This model will shift from the Core Technology Fee (CTF) to the CTC on digital goods or services. The CTC will apply to digital goods or services sold by apps distributed from the App store, Web Distribution, and/or alternative marketplaces.

Apps currently under the Alternative terms Addendum for Apps in the EU will continue to be subject only to the CTF until the transition to the CTC is fully implemented next year. After the transition, qualifying transactions will be subject to the CTC, and the CTF will no longer apply. Further details regarding this transition will be provided later.

User Experience Improvements

Starting with iOS 18.6 and iPadOS 18.6, iOS and iPadOS will offer an updated user experience in the EU for installing alternative marketplaces or apps from a developer’s website. Additionally, Apple plans to provide an API later this year that will allow developers to initiate the download of alternatively distributed apps they publish from within their app.