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App developers

Apple Revises Its Rules for Purchases Outside the App Store in the EU

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Apple now lets developers in the European Union promote outside offers more broadly, use alternative payment processing, and—under separate rules—distribute apps through alternative marketplaces or their own websites. The change follows the Digital Markets Act (DMA), but it does not make Apple irrelevant: developers still need Apple entitlements, disclosure screens, transaction reporting and, depending on the route, Apple commissions or a Core Technology Commission.

What Apple changed

External offers can be promoted inside apps

Eligible developers can tell users about offers that are not paid through App Store In-App Purchase. A destination may be the developer’s website, an alternative app marketplace, another app, or an allowed web or native experience. Apple documents this as “communicating and promoting offers” under its EU rules: Apple’s EU developer documentation.

This is broader than Apple’s earlier link-out arrangement. The European Commission said the earlier terms limited developers to one direct link per app and country, barred pricing information and other steering, required the default browser, prohibited prefilled information, and showed a warning sheet each time. Those restrictions were described in the Commission’s April 23, 2025 decision: Commission decision (PDF).

Alternative payment processors are allowed

A developer can choose an alternative processor for qualifying EU transactions instead of Apple’s payment processing. Apple’s own system remains available; using an alternative processor does not require leaving the App Store.

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Distribution is a separate change

Developers may use alternative app marketplaces, and eligible developers may distribute iOS and iPadOS apps directly from their websites through Web Distribution. These are separate from external payment links and have their own authorization, notarization, security and operating-system requirements.

Apple still requires reporting and disclosures

Apps using the external-purchase-link entitlement must implement Apple’s StoreKit External Purchase Link Entitlement and the ExternalPurchaseCustomLink API, show Apple’s disclosure sheet, and report transactions through the External Purchase Server API so Apple can calculate and collect applicable fees. Apple also places an informational banner on the app’s product page. Users can opt out of seeing the disclosure sheet before later purchases.

Why Apple revised the rules

The legal driver is the EU Digital Markets Act. Article 5(4) requires designated gatekeepers to let businesses steer users to alternative purchasing channels, while Article 5(7) prevents them from forcing developers to use the gatekeeper’s in-app payment system. The European Commission designated Apple as a gatekeeper for the App Store and iOS on September 5, 2023. Its explanation of app distribution, steering and alternative payments is at the Commission’s DMA developer portal.

  1. March 2024: Apple introduced alternative EU business terms.
  2. April 23, 2025: the Commission found Apple’s anti-steering terms non-compliant, citing restrictions on links, prices, destinations, redirects, prefilled information and repeated disclosures.
  3. After the decision: Apple revised the framework to permit broader communication and promotion of external offers while retaining technical, reporting and fee conditions.

This is regulatory compliance and enforcement, not voluntary abandonment of App Store economics. The Court of Justice press release concerning Apple’s gatekeeper designation is available at curia.europa.eu.

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What users will experience

  1. You download or update an eligible app from an EU App Store storefront.
  2. The app presents an outside offer and Apple’s system disclosure explains that the transaction is with the developer, not Apple.
  3. You complete payment on the developer’s website, with an alternative processor, or in another permitted experience.
  4. The developer’s systems deliver the entitlement and handle ongoing billing.

An outside transaction is not an App Store transaction in disguise. Apple says it may not appear fully in App Store purchase history or subscription management. Report a Problem, Family Sharing and Ask to Buy may not apply, and Apple may have less ability to help with refunds, fraud, scams or payment disputes. Cancellation and refund instructions normally come from the developer or its processor.

Check for an existing Apple subscription

A move to web billing can create two separate billing relationships. Before subscribing outside the App Store, check whether an Apple subscription is still active. Existing subscribers may need to cancel or finish the Apple-billed period in Apple’s system, while a new web subscription is managed on the developer’s site. Developers are expected to prevent redundant purchases, but account linking and migration are ultimately their responsibility.

How the routes differ

Route Where payment or installation occurs Main responsibility and trade-off
Apple In-App Purchase Apple’s in-app checkout Integrated purchase history, subscription management and Apple support; Apple’s commerce fees apply.
Alternative in-app payment Another processor in an eligible app flow More processor choice, but the developer owns integration, reporting, support, refunds and disputes.
External web checkout Developer website or permitted linked experience Direct billing relationship and potentially different economics; fewer Apple account features and more operational work.
Alternative marketplace Third-party app marketplace Another distribution channel with separate authorization, discovery, trust and support considerations.
Web Distribution Developer website Direct iOS/iPadOS distribution for eligible developers; users must authorize installation and the developer operates delivery and support.

Apple says a developer may not offer both App Store In-App Purchase and communicating and promoting external offers within the same app on the same storefront and platform. A developer that switches can later return to Apple payment processing. That restriction does not automatically prohibit different arrangements on other platforms, storefronts or products.

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What Apple still charges

There is no single “EU commission” under the revised system. The percentages below belong to different terms and routes and must not be added together automatically.

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Item Documented figure Qualification
Alternative EU App Store commission 10% or 17% Depends on developer eligibility and the selected transaction terms.
Apple payment-processing add-on 3% Applies when Apple payment processing is selected under the alternative terms.
Core Technology Commission (CTC) 5% Apple says this applies from June 26, 2025, to qualifying sales communicated and promoted in an app.
Earlier Core Technology Fee (CTF) €0.50 per annual install Part of the earlier 2024 terms described by the Commission; it is not the same charge as the CTC.

Apple’s documentation described a planned transition from the CTF to the CTC beginning January 1, 2026, including sales from the App Store, Web Distribution and alternative marketplaces. Contractual implementation can change, so developers should verify the current terms at Apple’s documentation. Apple also says the CTC can continue during later 12-month periods following further installs, including reinstalls, updates and restores.

Does this guarantee lower prices?

No. External billing may change Apple-related costs, but it also adds payment-processing fees, VAT and other tax work, fraud and chargeback losses, customer support, subscription management, engineering and compliance costs, plus any applicable Apple commission or CTC. A developer can pass savings to customers, retain them, offer different prices or leave the price unchanged.

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Compare the final checkout total rather than a headline price. Also check the renewal amount, currency conversion, refund policy, cancellation location and whether an existing Apple subscription will continue. Apple’s claims about how many developers would pay less under its alternative terms are Apple’s estimates, not an independent price guarantee.

Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Support on Ko-Fi

Which apps are most affected?

The change matters most for apps selling digital goods and services usable in an app:

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  • Streaming, cloud storage and digital media subscriptions
  • Premium features, games and virtual goods
  • Productivity and professional software
  • Online courses, memberships and other digital services

Physical goods and many real-world services follow different App Store payment treatment and should not be assumed to fall under these digital-purchase rules. Apple’s external-purchase documentation covers App Store apps on iOS, iPadOS, macOS, tvOS, visionOS and watchOS; alternative distribution options are primarily relevant to iOS and iPadOS.

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Geography and software-version limits

The documented changes apply to users in the 27 EU member states. They do not automatically apply in the United Kingdom, United States, or every country commonly described as European. Eligibility can depend on the storefront, account, device, app configuration and Apple’s terms; a user’s travel location alone does not establish eligibility.

Feature Apple-documented version threshold
Web Distribution At least iOS 17.5 or iPadOS 18
Alternative-distribution authorization experience iOS 17.4 and later; iPadOS 18 and later
Updated EU installation experience Beginning with iOS 18.6 and iPadOS 18.6

These are Apple’s current documented requirements, not a promise that every developer flow works on every device or release.

What developers must build and operate

  1. Review the EU alternative business terms and addenda.
  2. Have the Account Holder accept the relevant Apple Developer agreements.
  3. Request or adopt the StoreKit External Purchase Link Entitlement.
  4. Implement ExternalPurchaseCustomLink and the required external-purchase APIs.
  5. Present Apple’s disclosure sheet and configure permitted destinations.
  6. Report transactions server-to-server through the External Purchase Server API.
  7. Operate payment, fulfillment, account linking, refunds, subscriptions, tax handling, fraud controls and customer support.
  8. Test each EU storefront, platform, operating-system version and payment scenario before release.
  9. Confirm the applicable fee model and review requirements before launch.

Apple remains the authority for entitlement eligibility, API behavior and App Review requirements: developer.apple.com.

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Common failure modes

  • Double billing: a customer keeps an Apple subscription and starts a second web subscription.
  • Wrong cancellation path: the user searches iPhone Settings for a subscription that must be canceled on the developer’s website.
  • Refund confusion: Apple is contacted even though the developer or processor took payment.
  • Entitlement mismatch: a web purchase fails to unlock the app because account linking or server validation is incomplete.
  • Tax and VAT errors: the business assumes Apple still handles obligations that moved to the developer or processor.
  • Fraud and chargebacks: dispute costs and controls are underestimated.
  • Misleading savings: a lower pre-tax or pre-fee price is advertised as a guaranteed saving.
  • Platform inconsistency: an external flow works on iPhone but not iPad, or differs by EU storefront or OS version.
  • Lost Apple features: Family Sharing, Ask to Buy, Report a Problem and App Store subscription management no longer behave as expected.

Choosing between Apple billing and external billing

Apple IAP may fit better when

  • Integrated billing and subscription management matter more than payment-method flexibility.
  • The business wants Apple-managed purchase history, refunds, fraud controls and tax services.
  • The team cannot justify building and supporting a separate billing operation.
  • Family Sharing and Ask to Buy are important to the product.

External payment may fit better when

  • The company already runs reliable web billing and customer-support systems.
  • It needs payment methods or account relationships Apple does not provide.
  • It sells across platforms and wants one account and subscription system.
  • The expected reduction in Apple-related costs remains meaningful after processing, tax, fraud, support and engineering expenses.

The Commission says it continues monitoring Apple’s compliance and may act against circumvention. The latest obligations should therefore be checked before a release or pricing change: European Commission DMA portal.

Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.

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