Apple on Tuesday unveiled a streamlined fee schedule for the European Union that replaces the complex regime it proposed last year, setting five distinct commission rates that take effect on Oct. 1. The move is intended to settle the long-running standoff with the European Commission over compliance with the Digital Markets Act.
The new price list
Under the revised rules, developers who distribute through Apple's own App Store and use Apple's payment rails will pay 26% on digital goods and services. Those who process credit cards directly through their own systems will owe 20%. Apps that merely link out to a website for checkout will be charged 15%. Software delivered via third-party app stores or the web will incur a 5% "Core Technology Commission." Participation in certain Apple programs can halve several of these rates.
How we got here
The DMA, adopted in 2022, designated Apple as a gatekeeper and required it to allow alternative distribution and payment options. Apple's initial response drew criticism from Brussels and triggered fines. The company now says the simplified framework resolves the Commission's objections. It also noted cooperation on child-safety controls, including parental limits on certain in-app purchases.
The broader regulatory map
Europe remains the only jurisdiction where users can install iPhone software directly from the web. Japan and Brazil have mandated third-party app stores but not web distribution. In the United States, Apple is still litigating with Epic Games over link-out payments and has separately proposed a 15% commission for that scenario.
Services revenue context
App Store proceeds flow into Apple's Services segment, which has been a reliable growth engine. A Morgan Stanley note observed that the most recent quarter marked the first time since 2023 the company did not single out the store as a primary driver of services expansion. On a July earnings call, Chief Financial Officer Kevan Parekh cited softer mobile gaming and other headwinds, adding that changes to the App Store model in several countries were also a factor.