Apple has introduced a new policy in the European Union that allows developers to include external payment links in their apps, enabling users to make purchases outside of the built-in iOS payment system. This move is part of Apple’s efforts to align with the Digital Markets Act (DMA) regulations.
However, the option to use external payment links comes with specific conditions, including additional fees that developers must agree to if they choose to implement these features.
One of the new fees that developers will face is a 5% “initial acquisition fee” on digital goods and services purchased within the first year after a new user installs an app. This fee is only applicable to new customers and does not affect existing users who had the app before the external payment links were introduced. Apple claims this fee is meant to cover the costs associated with helping developers acquire new users.
Additionally, Apple will impose a 10% “store services fee” on all purchases made through external payment links during the first twelve months. This fee is intended to reflect the ongoing services and support Apple provides to developers, even when transactions are processed outside of its payment system.
These charges are in addition to the already existing Core Technology Fee, which costs developers €0.50 for each first install per year, up to the first million installs.
For developers already on Apple’s existing teams, a 20% fee will be applied to sales made through external links, although this fee is reduced to 7% for small businesses. These adjustments are part of Apple’s strategy to navigate the regulatory landscape in the EU, particularly in response to the enforcement of the DMA.
The European Commission initiated an investigation into Apple’s business practices in March to assess their compliance with the DMA. The preliminary findings, released in June, indicated that Apple’s previous terms may have violated the new regulations. In response, Apple made these policy changes to better align with the requirements set forth by the DMA and to avoid potential penalties from the European authorities.
