Apple is proactively making changes to its App Store to avoid a fine. The changes apply specifically to Europe, where the European Commission has issued a warning to Apple for violating the Digital Markets Act (DMA).
From Europe, it was said that Apple did not adequately inform App Store users about promotions in external channels. The reason for this was a restriction on app developers, which Apple has now lifted. European developers can now refer app users to offers and promotions outside the App Store.
In addition, the system for transactions through such links is changing. Apple had previously developed a system to earn one cent from in-app purchases after the DMA came into force. The legislation was intended to give developers the freedom to offer an alternative payment system, which would result in lower revenue for Apple. The company disagreed and even earns from applications that are not installed on an iPhone through the App Store. The policy requires companies to pay 50 cents per app installed on an Apple device. The new rules on remuneration are not yet clear.
From iOS 18
The policy changes have thrown competitors off guard from the very first second. After the DMA took effect on March 7, 2024, the European Commission sent out a warning about the illegal changes.
Europe is currently in the process of making a decision on the violations. Apple is trying to steer this process in a positive direction by proactively heeding the earlier warning. The company is waiting to change the policy until the release of its new operating system, iOS 18, which comes out in September.
It cannot be ruled out that Apple will still receive a fine despite the changes. This could amount to 10 percent of total sales. The decision on the fine will follow by March 2025.
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