Apple changes EU app store policy after Commission investigation

Apple on Thursday changed its policy in the European Union, allowing app developers to communicate with customers outside the App Store, after the Commission in June accused the iPhone maker of violating EU technology rules.

The Commission said that under most of its terms of business, Apple only allows controls via “outbound links”, meaning app developers can place a link in their apps that redirects a customer to a website where the customer can enter into a contract.

Apple said developers will now be able to communicate and promote offers that are available everywhere, not just on their own website, from within their apps. However, Apple will introduce two new fees: an initial 5% acquisition fee for new users and a 10% store services fee for every sale made by app users on any platform within 12 months of installing the app.

Apple currently charges three types of fees: a basic technology fee for less than 1% of apps, a reduced fee for all digital goods and services sold through the App Store, and an optional fee for payment and merchant services. The two new fees will replace the reduced fee for all digital goods and services sold through the App Store.

Spotify, which has been at odds with Apple over in-app links, said it was evaluating Apple’s proposal. “On its face, by charging up to 25% for basic user communications, Apple is once again blatantly disregarding the basic requirements of the Digital Markets Act,” a Spotify spokesperson said.

The Commission has previously criticized Apple’s fees for facilitating developers’ initial acquisition of new customers through the App Store, saying they went beyond what was strictly necessary for such remuneration. “We will assess Apple’s final changes to the compliance measures, also taking into account any feedback from the market, in particular from developers,” a Commission official said.

The charge against Apple is the first brought by the Commission under the groundbreaking Digital Markets Act, which aims to curb the influence of big tech companies. Violating the Digital Markets Act can result in fines of up to 10% of a company’s global annual turnover.