EU Welcomes Apple’s Revised App Store Rules

EU Welcomes Apple’s Revised App Store Rules While Epic Games Denounces New “Junk Fees”, Reshaping EU Mobile App Ecosystem

Apple unveiled comprehensive revisions to its App Store business terms for the European Union to comply with the Digital Markets Act (DMA) and resolve longrunning regulatory disputes with the European Commission. The updated rules will take full effect on October 1, 2026. While the European Commission welcomed the revisions, game developer Epic Games strongly condemned the new fee framework as unlawful, keeping the competition battle over Europe’s mobile app ecosystem ongoing.

The revisions mark a major regulatory compromise from Apple. The previous controversial perinstall Core Technology Fee has been scrapped and replaced with a transactionbased commission model, alongside a simplified pricing structure for all EUbased developers. Apple stated the updates were developed in close collaboration with the European Commission to resolve disagreements over commercial terms and alternative app distribution channels.

Key Fee Structure under the New Regime

• 20% commission for transactions processed via alternative inapp payment options;
• 15% commission when apps include links directing users to external websites for purchases;
• 5% Core Technology Commission applied to digital transactions generated by apps downloaded from thirdparty marketplaces or web sideloading;
• Reducedrate benefits are available for participants in Small Business Program, Video Partner Program and Mini Apps Partner Program. Smallscale alternative marketplaces are exempted from the 5% Core Technology Commission. Epic Games does not qualify for such preferential treatment and must pay full applicable fees.

The European Commission issued an official statement welcoming Apple’s revised business terms, which followed intensive dialogues after the Commission issued noncompliance rulings against Apple back in April 2025. The regulator highlighted that it will closely monitor Apple’s realworld implementation. Under DMA rules, EU endusers are entitled to full and effective choices among alternative app distribution channels, and the Commission will keep tracking practical outcomes.

Divided Reactions & IndustryWide Impacts

Contrary to the regulator’s positive stance, Epic Games slammed Apple’s newlyintroduced charges as “junk fees”. According to Epic, the DMA explicitly mandates freeofcharge weblink purchase options for developers and guarantees effective operation of competing app marketplaces. Epic argues Apple’s new terms deliberately violate DMA provisions. Should the European Commission accept these terms and suspend enforcement actions, the DMA would become meaningless, with neither developers nor consumers able to reap intended competitive benefits.

The new rules carry farreaching consequences for iOS and iPadOS ecosystem across the European Union:

1. For developers: Largescale developers still face tiered commission charges even when distributing outside Apple’s official App Store. Qualified smallsize developers gain discounted rates, lowering marketentry barriers in Europe. Developers may now offer both Appleowned payment and thirdparty payment systems within one single app, yet selected payment configurations must remain unchanged for a minimum of 12 months.
2. For thirdparty app marketplaces: Competing app stores are legally permitted on Apple devices, but the mandatory 5% commission on every digital transaction raises operational costs and weakens their price competitiveness versus the official App Store.
3. For endusers: Consumers gain expanded choices for app downloading and payment methods. Nevertheless, part of commission costs may be passed on to product pricing. Enhanced childsafety restrictions are also enforced: kidoriented applications are prohibited from linking to external purchase pages to prevent unauthorized underage spending.
4. Regulatory outlook: The European Commission will maintain continuous supervision instead of closing the case. The yearslong antitrust fight between Apple and Epic Games expands from U.S. courtrooms to EU regulatory arenas; further appeals and confrontations remain highly possible.

Industry analysts note that revised terms do not signal an end to disputes. Legal interpretations of DMA text remain split. Apple defends commissions as reasonable compensation for platform technology and security infrastructure. Opponents including Epic insist Apple should not levy charges on transactions fully decoupled from its official store. The realworld performance of these reforms will only be fully assessed after the October 1 rollout.