Apple Updates App Store Policies in the EU

Apple is rolling out significant updates to how apps operate in the European Union, in response to requirements under the EU's Digital Markets Act (DMA). These changes will impact developers, users, and the overall App Store ecosystem in the region.

Expanded Promotion & Communication Rights for Developers

Developers with apps available in EU App Store storefronts can now communicate and promote offers for digital goods or services outside of Apple’s payment system. Promotions can direct users to external websites, alternative app marketplaces, or even in-app destinations via web views or native experiences.

New Business Terms for Digital Transactions

Apps that utilize this expanded promotion capability will be subject to new business terms, including:

• Initial acquisition fee
• Store services fee
• Core Technology Commission (CTC) — replacing the Core Technology Fee (CTF) in 2026

The CTC accounts for Apple’s investment in development tools and services, and applies across apps distributed via the App Store, Web Distribution, or third-party marketplaces.

Key Change Coming January 2026

Apple will transition to a single business model across the EU starting January 1, 2026. Under this model:

• The Core Technology Fee (CTF) will be phased out
• The Core Technology Commission (CTC) will be the new standard for all qualifying digital transactions

Apps currently under alternative terms will remain under the CTF until the new model is in place.

Improved User Experience in iOS 18.6

Starting with iOS 18.6 and iPadOS 18.6, Apple will roll out an updated installation experience for users in the EU. This includes:

• Easier installation of alternative marketplaces
• Support for app downloads directly from a developer’s website
• A new API allowing developers to initiate downloads of their alternatively distributed apps from within another app

Learn More or Ask Questions

Developers can learn more by reviewing Apple’s official documentation:

• Communication and promotion of offers on the App Store in the EU
• Alternative Terms Addendum for Apps in the EU
• StoreKit External Purchase Link Entitlement Addendum for EU Apps

Apple is also offering 30-minute online appointments for developers who want to ask questions or share feedback about these updates.