Apple’s new EU app rules open doors for ads, but fees remain

Apple has announced sweeping updates to its App Store policies in the European Union to comply with the Digital Markets Act (DMA) — changes that promise to reshape how developers promote offers, handle payments, and distribute their apps.

Developers with apps in EU App Store storefronts can now communicate and promote offers for digital goods and services available on external destinations — whether that’s a website, an alternative app marketplace, or even another app. This promotion can happen both outside the app and inside the app, via a web view or native experience.

Apps using these expanded promotion rights will face new business terms, including:

• An initial acquisition fee
• A store services fee
• For developers using the StoreKit External Purchase Link Entitlement (EU), a Core Technology Commission (CTC).

The CTC is meant to reflect the value Apple says it provides through its developer tools, technologies, and ongoing services — and will fully replace the current Core Technology Fee (CTF) by January 1, 2026.

From next year, all developers in the EU will shift to this single business model for digital goods and services. Apps under the current Alternative Terms Addendum will continue to pay only the CTF until the new model takes effect. Once it does, qualifying transactions — whether they occur on the App Store, via Web Distribution, or through alternative marketplaces — will all be covered by the CTC instead.

Music streaming services in the European Economic Area (EEA) can also take advantage of these new promotion options, provided they use the Music Streaming Services Entitlement (EEA).

With iOS 18.6 and iPadOS 18.6, users in the EU will see an updated experience for installing alternative marketplaces or downloading apps directly from a developer’s website. Later this year, Apple will also launch a new API that lets developers initiate downloads of apps from alternative distribution channels within their own apps — a major shift that could reduce reliance on the App Store entirely.