Apple has announced sweeping changes to its App Store operations in Europe in a last-ditch effort to sidestep a €500 million fine from the European Commission. The move comes in response to accusations that Apple violated the EU’s Digital Markets Act (DMA)—legislation designed to ensure fair competition in digital markets.
On Thursday, Apple revealed it would roll out a new structure for developers in Europe, including a controversial 5% “core technology commission” on all digital purchases made outside the App Store. Critics say this fee, combined with Apple’s existing charges, could mean developers end up paying three separate fees for a single user download.
Apple insists the changes are being made reluctantly.
“The European Commission is requiring Apple to make a series of additional changes to the App Store,” a company spokesperson said. “We disagree with this outcome and plan to appeal.”
However, the European Commission is still evaluating Apple’s latest policy revisions.
“As part of this assessment the Commission considers it particularly important to obtain the views of market operators and interested third parties before deciding on next steps,” an EC spokesperson noted.
🎯 Developers Say Apple Is Undermining the Spirit of the Law
Apple’s adjustments appear to be more about compliance on paper than a real shift in philosophy. Under the DMA, developers must be allowed to tell users about cheaper alternatives—a practice known as “steering.” In early 2024, Apple announced a €0.50 fee per off-platform download, which developers say undermines the entire idea of payment freedom.
Spotify, one of Apple’s most vocal critics, said Apple has continuously tried to avoid compliance:
“From the beginning, Apple has been clear that they didn’t like the idea of abiding by the DMA,” the company said last year.
Spotify has long pushed the EU to take stronger action, accusing Apple of using anticompetitive tactics to maintain its App Store dominance.
Epic Games CEO Tim Sweeney echoed the criticism, calling Apple’s new structure “blatantly unlawful.”
“Apps with competing payments are not only taxed but commercially crippled in the App Store,” he said on Thursday.
🔍 Context: The Long Battle Over Steering and App Store Control
Apple has repeatedly insisted it deserves a commission on all iPhone-related commerce, even for purchases made outside its ecosystem. However, U.S. courts have started pushing back.
In the Epic Games v. Apple ruling earlier this year, a California judge found Apple misled the court about steering concessions. Apple was ordered to cease charging fees for off-platform links. That decision is now shaping the economics of app development in the U.S.
For instance, Amazon’s Kindle app on iPhone now includes a button linking users directly to Amazon.com, bypassing Apple’s 15–30% cut.
🇪🇺 What This Means for Europe
Apple’s recent changes reflect mounting pressure from Brussels to end the company’s monopoly-like hold over app monetization. If the EU determines the new structure is non-compliant, Apple could face up to €50 million per day in penalties.
The European Commission’s final verdict could also influence other DMA-related tech cases and affect how other gatekeepers adjust their digital platforms under the law.
Europe has shown it is serious about holding tech giants accountable, and Apple’s pivot—while still contested—demonstrates that regulation is starting to bite.