On Thursday, Apple altered its policy in the European Union, permitting developers to engage with their customers beyond the app's confines, following a June charge by the Commission for violating the bloc's tech regulations. The Commission had previously stated that under most business conditions, Apple only allows navigation through 'link-outs', enabling app developers to embed a link that directs customers to a webpage where they can finalize a contract.
Apple announced that developers can now communicate and advertise offers available anywhere, not restricted to their own websites, directly within their apps. However, Apple will implement two new charges: an initial 5% acquisition fee for new users and a 10% store services fee for any transactions made by app users across any platform within the first 12 months of app installation.
Currently, Apple levies three types of fees: a core technology fee for less than 1% of apps, a reduced commission for all digital goods and services sold via the App Store, and an optional fee for payments and commerce services. The introduction of the two new fees will replace the reduced commission for digital goods and services sold through the App Store.
The Commission had previously criticized Apple's fees for facilitating the initial acquisition of new customers through the App Store, arguing they exceeded what was necessary for such services. This charge against Apple marks the first under the Commission's landmark Digital Markets Act, aimed at curbing the influence of Big Tech, with potential fines reaching up to 10% of a company's global annual revenue. Apple noted that there has been continuous dialogue with the European Commission, and these changes are a response to the announcements made in June.
