Apple has updated its EU app policies in line with the Digital Markets Act, providing developers with new promotional opportunities, moving towards a unified business model by 2026, and enhancing user access to alternative apps.
Apple has introduced significant updates to its app policies across the European Union (EU) as of 26 June 2025, in compliance with the Digital Markets Act (DMA).
These changes, mandated by the European Commission, impact how developers promote digital goods, update business terms, and improve user access to alternative app sources. The updates aim to balance regulatory requirements with Apple’s ecosystem standards.
Developers with apps on the EU App Store can now promote offers for digital goods or services available outside their apps. These offers may link to websites, alternative marketplaces, or other apps, accessible either externally or within the app via web views or native interfaces. Music streaming apps within the European Economic Area (EEA) can utilise the Music Streaming Services Entitlement (EEA) for these options.
Apps making use of these promotional capabilities will be subject to new fees:
Apple will implement a single business model across the EU from 1 January 2026, transitioning from the Core Technology Fee (CTF) to the CTC. The CTC will apply to digital goods and services sold via apps on the App Store, web distribution, or alternative marketplaces, streamlining Apple’s fee structure.
Apps currently operating under the Alternative Terms Addendum will remain subject to the CTF until the 2026 transition. Following this change, the CTC will replace the CTF for qualifying transactions, with further information to be provided in due course.
ASOWorld First Order Discount
Get 50% off on your first order to start your app growth!
With iOS 18.6 and iPadOS 18.6, EU users will benefit from a smoother process for installing alternative marketplaces or apps directly from developer websites, improving access to a broader range of app sources.
Later in 2025, a developer API will allow downloads of alternatively distributed apps to be initiated from within the app itself, further simplifying distribution and enhancing user interaction.
iOS 18 App Store Optimisation & SKAdNetwork,
Get FREE Optimization Consultation
Let's Grow Your App & Get Massive Traffic!
All content, layout and frame code of all ASOWorld blog sections belong to the original content and technical team, all reproduction and references need to indicate the source and link in the obvious position, otherwise legal responsibility will be pursued.
COVID-19 UPDATE 
