Apple faces backlash for new app policy again

While Apple fans are eagerly awaiting news about the possible launch of the iPhone 16 and other new gadgets from the tech giant, it looks like the company has run into trouble in the EU. Apple recently eased its restrictions on how app developers in the European Union could interact with users, following an EU ruling in June that accused the Cupertino-based tech giant of violating the bloc’s technology rules.

According to Reuters AgencyApple previously imposed strict rules on app developers, allowing them to include external links only if they redirected users to the developer’s own site. This essentially limited developers’ ability to redirect users to promotional pages where they could choose to upgrade or make additional purchases.

In the future, however, app developers will be able to place multiple links and promote offers that aren’t specifically hosted on their own website through the app. However, this flexibility comes with a caveat — Apple will introduce a 5% acquisition fee that will be charged when an app attracts a new user, and a 10% store services fee for purchases users make on the platform within 12 months of installing the app.

Apple currently charges app developers a core technology fee, a reduced commission, and an optional merchant services fee. The outlet notes that the two new fees will be charged in lieu of the reduced commission. The move by Apple has drawn criticism from industry players, including companies like Spotify and Epic Games.

TechCrunch We reached out to Spotify for comment, and the music streaming company noted that Apple’s new proposal is confusing. In a statement, it said:

On its face, by charging a whopping 25% for basic user communications, Apple is once again blatantly flouting the basic requirements of the Digital Markets Act (DMA). The European Commission has made it clear that imposing recurring fees for basic elements like pricing and linking is unacceptable. We urge the Commission to speed up its investigation, implement daily fines, and enforce the DMA.

Epic Games has also called Apple’s policy changes unlawful. Only time will tell whether the EU will allow Apple to implement the proposed fee and policy changes. However, a Commission official said: “We will assess Apple’s final changes to the compliance measures, also taking into account any feedback from the market, in particular from developers.” Given this, it seems the Commission may want to make further changes to ensure full compliance with the Digital Markets Act.