Apple 全面调整欧盟 App Store 收费规则，放宽第三方应用商店准入门槛

Apple announced on Tuesday a simplified app commission structure for the EU market to resolve differences with the European Commission over commercial terms. According to the new plan, Apple will eliminate the core technology fee based on installation numbers and instead charge a uniform commission of 5% on the transaction value of digital goods for apps distributed through channels outside the App Store or via the web. Apple also adjusted the rates for alternative payment methods and in-app purchases and relaxed the conditions for developers to set up alternative app stores.

This move is Apple's latest attempt to align its App Store commercial terms with EU regulations, following years of back-and-forth with regulators over the complexity and fairness of the terms.

Last year, after EU regulators fined Apple €500 million for violating the Digital Markets Act (DMA) and threatened further penalties, Apple made an adjustment to its EU App Store fees. However, that adjustment introduced a more complex fee structure, criticized by detractors as "malicious compliance." The old structure included an initial acquisition fee, a store service fee, and different service tiers based on developer needs.

Now, Apple has launched its latest revised plan, with the core highlight being a uniform commission of 5% on transactions for apps distributed through channels outside the App Store (i.e., third-party app markets or the web).

Meanwhile, the new terms set Apple's in-app purchase rate at 26%, down from the traditional 30%. However, Apple stated that most developers can still enjoy a discounted rate of 15% through special programs such as the App Store Small Business Program, Small App Partner Program, and Video Partner Program, with the discounted rate also applicable to automatically renewing subscriptions after the first year.

Additionally, apps using alternative payment methods will pay a 20% commission, which can be reduced to 10% if they participate in the aforementioned special programs.

Apple also noted that once developers choose a payment method (whether Apple in-app purchases, external payments, or a combination of both), that choice will be locked in for 12 months.

Apple has established exceptions for developers allowing the use of external links within apps, with children's category apps prohibited from using such external links for safety reasons. Users under 18 must obtain parental consent when making purchases outside the App Store.

It is worth noting that the new rules have lowered the entry barriers for developers operating alternative app stores, allowing companies that meet certain financial stability standards to establish app markets.

Previously, Apple required developers to either prove they have substantial financial backing or demonstrate that they have been part of the Apple Developer Program for at least two years, with first-year app installations in the EU region exceeding 1 million in the previous calendar year Now, Apple no longer requires developers to meet the above milestones (although it can still be an option) and has added other ways to demonstrate financial support, including being a publicly traded company, financial audits, and qualified venture capital support