Apple Changes EU App Store Fees and Opens More Doors to Alternative Stores

Apple is making another major change to how apps are distributed and monetized in the European Union.

The company has introduced a simpler fee structure for EU developers, replacing its controversial per-install Core Technology Fee with a 5% commission for apps distributed outside the App Store. Apple is also relaxing some restrictions around alternative app marketplaces as it continues adapting its policies to the EU’s Digital Markets Act (DMA).

Key Takeaways

• Apple is moving EU developers to one unified set of business terms.
• The existing per-install Core Technology Fee is being replaced under the new terms.
• Apps distributed through alternative marketplaces or directly from the web will face a 5% Core Technology Commission on qualifying digital transactions.
• Apple’s standard in-app purchase commission under the new EU terms will be 26%, compared with the traditional 30% rate.
• Many qualifying developers can still receive lower rates through programs such as the App Store Small Business Program.
• The new unified terms are scheduled to take effect on October 1, 2026.

What Is Apple Changing About EU App Store Fees?

Apple is simplifying a fee system that had become increasingly complicated since the EU’s Digital Markets Act forced the company to open iOS to more competition.

One of the biggest changes involves the Core Technology Fee (CTF). Under the earlier alternative terms, some developers could owe €0.50 for qualifying annual installs above certain thresholds.

Apple’s new system replaces that model with a Core Technology Commission (CTC). For apps distributed through alternative marketplaces or directly from a developer’s website, Apple will take 5% of qualifying sales of paid apps, digital goods, services, and subscriptions.

Developers can review the full requirements through Apple’s official EU developer documentation.

How Much Will Apple Charge for App Store Purchases?

Under Apple’s new EU terms, the commission for purchases using Apple’s In-App Purchase system will be 26%, rather than the traditional maximum rate of 30%.

Not every developer will pay 26%.

Apple says qualifying developers can continue receiving discounted rates through programs including the App Store Small Business Program, Mini Apps Partner Program, and Video Partner Program. Certain auto-renewing subscriptions also qualify for reduced rates after their first year.

Can EU Developers Distribute iPhone Apps Outside the App Store?

Yes.

EU users can already install eligible notarized apps through alternative app marketplaces or directly from an authorized developer’s website.

Apple’s latest changes continue that system while simplifying the business terms developers must follow.

Apps distributed outside Apple’s store still need to pass Apple’s Notarization process, which checks for issues such as known malware and other security threats. However, they don’t go through the complete App Store review process required for apps distributed through Apple’s own marketplace.

Why Is Apple Making These Changes?

The changes follow discussions between Apple and the European Commission over compliance with the Digital Markets Act.

The DMA places additional obligations on large technology platforms classified as gatekeepers and is intended to make digital markets more open to competitors.

Apple says the August 18 changes were developed following close collaboration with the European Commission.

The result is a system that gives developers more ways to distribute apps and handle payments while allowing Apple to continue charging for access to parts of its technology and ecosystem.

When Do Apple’s New EU App Store Rules Take Effect?

The updated terms are scheduled to take effect on October 1, 2026.

Developers can review and accept Apple’s updated Developer Program License Agreement before then. Once they move to the unified EU terms, the new fee structure will apply to their eligible apps.

Apple says developers using existing alternative terms can continue doing so during the transition period.

What Does This Mean for iPhone Users in Europe?

Most of the changes directly affect developers, but EU iPhone and iPad users benefit from having more ways to obtain apps and pay for digital services.

Depending on the developer, users may encounter apps distributed through Apple’s App Store, an alternative marketplace, or directly from a developer’s website.

The changes don’t mean Apple’s security requirements disappear. Apps distributed outside the App Store must still meet Apple’s baseline notarization requirements.

Why Does This Matter for App Developers?

The biggest improvement may be predictability.

Apple’s previous EU rules involved several different fees depending on how an app was distributed, how many users installed it, and which App Store services the developer used.

A commission-based model ties some of Apple’s charges more directly to transactions rather than raw installation numbers.

However, alternative distribution is not becoming completely commission-free. Developers selling digital goods outside Apple’s App Store may still owe Apple the new 5% Core Technology Commission.

Conclusion

Apple’s latest EU App Store overhaul simplifies some of the most controversial parts of its alternative distribution system.

The per-install fee is being replaced under the new unified terms, developers have more flexibility around alternative distribution, and Apple’s commission structure is changing.

For developers, the EU is becoming a very different iOS market from the rest of the world—and European regulation remains the main force driving that change.

FAQs

1. What is Apple changing about App Store fees in the EU?

Apple is introducing unified business terms for EU apps and replacing its previous per-install Core Technology Fee model with a commission-based structure.

2. What is Apple’s new fee for apps distributed outside the App Store?

Under the new terms, Apple will charge a 5% Core Technology Commission on qualifying sales of paid apps and digital goods or services from apps distributed through alternative marketplaces or directly from the web.

3. Can iPhone users in Europe install apps outside Apple’s App Store?

Yes. Eligible EU users can install notarized apps through alternative app marketplaces or directly from authorized developers’ websites.

4. Is Apple removing the Core Technology Fee?

Apple is transitioning away from the existing per-install Core Technology Fee under its new unified EU business terms and replacing it with a commission-based Core Technology Commission.

5. How much will Apple charge for in-app purchases in the EU?

Under the new terms, Apple’s In-App Purchase commission is 26% for the standard rate, while qualifying developers and subscriptions may receive lower rates.

6. When do Apple’s new EU App Store terms start?

The new unified business terms are scheduled to take effect on October 1, 2026.