Apple Announces New Commission Framework for Alternative App Stores in the EU

Apple unveiled a new commission framework for alternative app stores in the EU, aiming to comply with the bloc’s Digital Markets Act (DMA).

New Commission Structure: Simplification and Impact

5% Core Technology Commission

Apps distributed via alternative marketplaces or the web will face a flat 5% commission, replacing the previous layered acquisition and service fees with a single, transparent rate.

20% Alternative Payment Processing Fee

Apps using third‑party payment systems within the App Store will incur a 20% charge; under the small‑business program this can drop to 10%.

Small‑Business Program Discount

Developers with annual global revenues under $1 million qualify for the reduced 10% alternative‑payment fee.

Market Impact: Developers and Consumers

■Cost of steering users outside the App Store is set to fall significantly.

■Alternative storefronts become more attractive, likely accelerating new entrant growth.

■Apple’s services revenue may experience a modest short‑term dip of 3‑5% as the fee mix shifts.

Historical Context and Competitive Landscape

■Japan and Brazil already offer Apple similar commission‑based terms, granting developers greater flexibility.

■Epic Games labeled the new rates “junk fees,” arguing they do little to fulfill the DMA’s pro‑competition mandate.

■The ongoing U.S. litigation between Apple and Epic continues to shape the global discourse on app‑store economics.

Captain Rıza Deniz: Apple’s revised fee schedule will reset the pricing dynamics of digital services in Europe; the lower core technology commission encourages rapid adoption of alternative distribution channels, while the higher alternative‑payment fee protects the closed‑ecosystem revenue stream. This balance could spur broader competition in the app market over the long term, though Apple’s services income may see a slight near‑term decline.