Apple adjusts EU policies amid regulatory pressure

Apple has revised its policies in the European Union, allowing app developers to communicate with customers outside of its App Store. This move follows the European Commission‘s accusations that the tech giant was breaching the bloc’s technology rules. Previously, Apple permitted developers to direct users to a web page for transactions but did not allow broader communication or promotion from within the app.

Under the new policy, developers can promote offers that are available anywhere, not just on their websites. However, Apple has introduced two new fees: a 5% acquisition fee for new users and a 10% store services fee for sales made within 12 months of app installation on any platform. These fees will replace the reduced commission for digital goods and services sold through the App Store.

Spotify, a longtime critic of Apple’s in-app link policies, expressed concern over the new fees, suggesting they could undermine the Digital Markets Act (DMA), which aims to curb the power of big tech companies like Apple. The European Commission had previously criticised Apple’s fees, arguing they were excessive and unnecessary for fair remuneration.

The Commission will review Apple’s policy changes to ensure compliance with the DMA, which could impose fines of up to 10% of a company’s global annual revenue for violations. This charge against Apple marks the first under the new Digital Markets Act, highlighting the ongoing regulatory scrutiny on European tech giants.