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Apple has recently made significant changes to its business terms for European developers, allowing them to promote and link to deals and purchases outside of the App Store.
Starting from iOS 18 and iPadOS 18, all EU developers under Apple’s new or existing business terms will have the ability to share promotions for purchases at a “destination of their choice.”
This destination can be an alternative app marketplace, another app, or a website. Users can access the destination outside of the app or through a web view within it.
Developers can also inform users about offers available outside the app, including details on subscription pricing and instructions on how to access these offers.
Changing the Deal
These changes apply to both developers who agree to Apple’s new business terms (including the Core Technology Fee) and those who stick to the standard terms.
However, developers will still have fees to pay. For link-outs to digital goods or services, Apple will take a 5% revenue share as an ‘initial acquisition fee.’
Furthermore, there is a ‘store services fee’ for developers under the new terms, charging an additional 10% commission (or 5% for small businesses) on sales. Those under Apple’s existing terms will face a 20% fee on link-out sales (reduced to 7% for small businesses and subscriptions over one year).
These terms are valid for 12 months after each app installation, update, or reinstallation by a user.
Looking Ahead
These updates to Apple’s business terms coincide with increased scrutiny from the European Commission and the Digital Markets Act.
In response to investigations into its policies and fees, Apple has defended its fee structure, stating that it aligns with its obligations under the DMA.
