Apple has announced significant changes to its App Store policies and business model for developers in the European Union, driven by requirements from the European Commission under the Digital Markets Act. These updates, effective June 26, 2025, represent some of the most substantial changes to Apple's ecosystem since the App Store's launch.
Greater Freedom for Developer Communications
The most notable change allows EU developers unprecedented flexibility in how they communicate with users about purchasing options. Developers can now communicate and promote offers for digital goods or services available at a destination of their choice, whether that's a website, alternative app marketplace, or another app. This communication can happen both outside the app and within the app through web views or native experiences.
This represents a significant shift from Apple's traditionally restrictive approach to external purchase communications, giving developers more control over their customer relationships and monetization strategies.
New Business Model Coming in 2026
Apple is planning a major overhaul of its EU business model. By January 1, 2026, Apple plans to move to a single business model in the EU for all developers, transitioning from the Core Technology Fee (CTF) to the Core Technology Commission (CTC).
The CTC will apply universally to digital goods and services sold through apps distributed via the App Store, web distribution, and alternative marketplaces. Apple positions this as reflecting the value it provides through ongoing investments in developer tools, technologies, and services.
Enhanced User Experience for Alternative Distribution
Technical improvements are also coming to iOS and iPadOS. Beginning with iOS 18.6 and iPadOS 18.6, the platforms will provide an updated user experience in the EU for installing alternative marketplaces or apps from developer websites. Additionally, Apple will introduce an API allowing developers to initiate downloads of their alternatively distributed apps from within their existing apps.
What This Means for Developers
These changes create new opportunities and considerations for EU developers:
New Revenue Streams: The ability to promote external purchasing options could help developers reduce commission fees and build direct customer relationships.
Transition Planning: Current developers using the Alternative Terms Addendum should prepare for the CTF-to-CTC transition by early 2026.
Enhanced Distribution Options: The improved user experience for alternative marketplaces and sideloading could open new distribution strategies.
Apple consultation appointments
These changes reflect the ongoing impact of EU digital market regulations on major tech platforms. For developers, the key will be understanding how these new options fit into their business models and customer acquisition strategies.
Apple is offering 30-minute consultation appointments for developers who want to discuss these changes and their implications. As the January 2026 transition date approaches, developers should carefully evaluate how these new terms and capabilities align with their EU market strategies.
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