UK Marketing Apple App Store Policy Updates June 2025: New EU Policies Enhance Developer and User Access

Apple has rolled out significant updates to its app policies in the European Union (EU) as of June 26, 2025, to comply with the Digital Markets Act (DMA).

These changes, mandated by the European Commission, affect how developers promote digital goods, revise business terms, and improve user access to alternative app sources. The updates aim to balance regulatory demands with Apple's ecosystem standards.

Developer Options for Offers Expand

Flexible Communication and Promotion

Developers with apps in the EU App Store can now promote offers for digital goods or services available outside their apps. These offers can link to websites, alternative marketplaces, or other apps, accessible either externally or within the app via web views or native interfaces. Music streaming apps in the European Economic Area (EEA) can leverage the Music Streaming Services Entitlement (EEA) for these options.

New Fees Introduced

Apps utilizing these promotion capabilities will face new fees:

• Initial Acquisition Fee: Charged on a user's first purchase through the offer.
• Store Services Fee: Covers ongoing App Store support.
• Core Technology Commission (CTC): Applies to apps under the StoreKit External Purchase Link Entitlement (EU) Addendum, reflecting Apple's platform investments.

Business Terms Shift to Unified Model

Single Model by 2026

Apple will adopt a single business model across the EU by January 1, 2026, transitioning from the Core Technology Fee (CTF) to the CTC. The CTC will cover digital goods and services sold via apps from the App Store, Web Distribution, or alternative marketplaces, streamlining Apple’s fee structure.

Transition Details

Apps currently under the Alternative Terms Addendum will remain subject to the CTF until the 2026 shift. Post-transition, the CTC will replace the CTF for qualifying transactions, with further details to be shared later.

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User Experience Gets a Boost

Easier App Installs

With iOS 18.6 and iPadOS 18.6, EU users will enjoy a smoother process for installing alternative marketplaces or apps directly from developer websites, enhancing access to diverse app sources.

Upcoming Developer API

Later in 2025, an API will enable developers to start downloads of alternatively distributed apps from within their own apps, further simplifying distribution and user interaction.