Apple Loosens App Store External Linking Rules and Changes Fee Structure in European Union

Apple is today announcing some updates to its Digital Markets Act compliance plan in the European Union, with changes to external linking that give developers more freedom to direct customers to non-App Store purchase options and sales.

App Store vs EU Feature 2
EU developers that are operating under the new App Store business terms or the prior ‌App Store‌ purchase terms can update their apps to communicate and promote offers for purchases available through websites, alternative app marketplaces, other apps, and more.

Links to external sources can direct customers outside of the app or to a website with a web view that is available directly in the app. Apple is not directing the design of communications provided to customers, nor is the company dictating what developers are able to say.

Developers can provide information about lower prices outside of the ‌App Store‌, more affordable subscriptions, or any offer available in or outside the app. External links and offer pages can include explanations and instructions about how customers can subscribe to offers outside of the ‌App Store‌ app, though Apple says that communications have to provide accurate information on the digital goods or services available for purchase.

Links can be tapped, clicked, or scanned to take users to their destination, and developers have no restrictions on the number of URLs they include. Links with additional parameters, redirects, and intermediate links are allowed, but not for ad tracking purposes.

Developers do not have to opt in to the new terms with the Core Technology Fee to take advantage of these link entitlement changes, but must agree to the StoreKit External Purchase Link Entitlement Addendum, which is coming this fall. These terms require developers to use the StoreKit External Purchase APIs, report external purchase transactions, and pay fees and commissions.

There are two fees that are associated with directing customers to purchase options outside of the ‌App Store‌. A 5 percent initial acquisition fee is paid for all sales of digital goods and services that the customer makes on any platform that occur within a 12-month period after an initial install. The fee does not apply to transactions made by customers that had an initial install before the new link changes, but is applicable for new downloads.

Apple says that the initial acquisition fee reflects the value that the ‌App Store‌ provides when connecting developers with customers in the European Union.

The store services fee, which is in addition to the initial acquisition fee, is a commission that developers pay Apple on all sales of digital goods and services that the customer makes on any platform that occur within a fixed 12-month period from the date of an install, including app updates and reinstalls.

According to Apple, the store services fee reflects the ongoing services and capabilities that Apple provides developers, including app distribution and management, ‌App Store‌ trust and safety, re-discovery, re-engagement and promotional tools and services, anti-fraud checks, recommendations, and ratings and reviews.

While the initial acquisition fee is the same for both developers that use the link entitlement under the new business terms and those that use link entitlements under the current terms, the store services fee varies. For the new business terms, the base fee is 10 percent, but it drops to 5 percent for ‌App Store‌ Small Business Program participants and auto-renewal subscriptions after one year. These fees are in addition to the Core Technology Fee of 0.50 euros per first annual install over one million first annual installs.

For developers who stick with the standard Apple Developer Program License Agreement, the standard store services fee is 20 percent, but it drops to 7 percent for ‌App Store‌ Small Business Program participants and auto-renewal subscriptions after one year. The standard ‌App Store‌ terms do not require a Core Technology Fee. Apple has a fee calculator that can help EU developers figure out what they'll need to pay.

  • New business terms - Includes using alternative payment methods in the ‌App Store‌ or distributing outside of the ‌App Store‌ - 5% initial acquisition fee and 5% to 10% store services fee depending on app size, plus Core Technology Fee. Total is 10% to 15% commission, along with the CTF, though Apple estimates that 99% of developers will not be eligible to pay the CTF. There is also a payment processing fee of 3% when using the ‌App Store‌'s payment options.
  • Standard business terms - 5% initial acquisition fee and 7% to 20% store services fee depending on app size. Total is 12% to 27% commission.

There is one other notable change that Apple is making, and that's giving customers an option to turn off in-app disclosure sheets. By default, Apple will still warn users when they are clicking a link that takes them to non-Apple purchase methods and options, but customers can choose to turn off these warnings when an app links to an external channel. An app that links to an in-app web view will only need to display the disclosure sheet once per session.

More information about these changes can be found on Apple's developer website and in the specific Digital Markets Act page that Apple updates regularly.

EU developers can begin planning external linking options for their apps now, and customers will have access to these changes with the launch of iOS 18, iPadOS 18, macOS Sequoia, tvOS 18, visionOS 2, and watchOS 11 this fall.

As with all of the updates that Apple has made to comply with the Digital Markets Act, these changes are only applicable in the European Union. There are no ‌App Store‌ changes in other countries.

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Top Rated Comments

arkitect Avatar
9 months ago
It's like pulling teeth…

Come on Apple, just rip off the bandage in one go.
Score: 24 Votes (Like | Disagree)
ApostolisApo Avatar
9 months ago

I would not want to be an indie app developer and have to navigate these terms and fees. Not worth the effort.
I am an indie developer in the EU and I pay the 30% to Apple because I appreciate its simplicity and recognize the App Store's benefits.
That being said, I agree with the EU regulations because it is a monopoly we are talking about.
And regardless what many US fanboys say, such regulations are bound to come sooner or later to the US as well.
It's not about EU vs US, it's about limiting our societies' reliance on tech giants.
I know it's hard to be able to stay nuanced nowadays but there are people who may prefer something but still want to allow for other people to choose something else...
Score: 18 Votes (Like | Disagree)
vertsix Avatar
9 months ago
The mental gymnastics Apple goes to nickle and dime developers is just wild.

Why isn't this a thing on macOS? Why are people allowed to sideload and distribute on macOS, free of charge?

God sakes Apple, just do something consumer-friendly for once.
Score: 17 Votes (Like | Disagree)
iObama Avatar
9 months ago
Malicious compliance...
Score: 16 Votes (Like | Disagree)
toobravetosave Avatar
9 months ago

The DMA would have to be more clear in order for Apple to make changes that EXACTLY do what the DMA intends. Thing is, the DMA intends to decrease the profits of the affected companies and, for whatever reason, the EU regulators don’t want to just put that in plain text in the document.
oh please they’re purposefully crafting adversarial policies to see how much they can get away with because the lawyer fees are way less than the lost app store fees

another goal is to get internet rubes parroting what you said
Score: 14 Votes (Like | Disagree)
Unregistered 4U Avatar
9 months ago

Yes...keep making it more complicated, convoluted and offering opportunities for shady devs to upsell, bait and switch and steal info. This all sounds so free and wonderful...eye roll....
Well, this iS what the regulators asked for. Meanwhile in the rest of the world, niiiiice and simple. :)
Score: 12 Votes (Like | Disagree)