Apple is making waves with its latest adjustments to comply with the European Union's Digital Markets Act (DMA). This regulatory shift, which began in March, requires the tech giant to provide iOS developers with greater freedom in distributing and promoting their content on Apple's platform.
In a notable update, Apple has revised its compliance strategy amidst an ongoing investigation by the European Commission. The probe focuses on allegations that Apple may be employing "junk fees" to sidestep the DMA's requirements. This scrutiny follows June's announcement from the EU, which confirmed it would investigate Apple’s new business terms for potential noncompliance.
The latest changes, unveiled by Apple for developer preview on Thursday, are set to make a significant impact. Notably, Apple has dropped the requirement for developers to accept the updated business terms to use link-outs in their apps. This change addresses concerns about the Core Technology Fee (CTF) under investigation.
Another key revision allows developers more flexibility in promoting external offers through their iOS apps. Developers can now direct users to external deals beyond their own websites, including other apps and marketplaces. Apple has also simplified the process for linking out by removing restrictive language templates and allowing multiple URLs, though it prohibits URL parameters for tracking and profiling.
Additionally, Apple is introducing an opt-out option for notifications that warn users they are leaving the App Store when making external purchases. Despite this, notifications will remain the default unless users choose to opt out.
The fee structure for link-outs has also been updated. Apple is implementing a dual fee model: the “Initial Acquisition Fee” and the “Store Services Fee.” The Initial Acquisition Fee will charge a 5% commission on sales from new app users for the first 12 months, while the Store Services Fee will apply a 10% commission on sales within a fixed 12-month period, with a 5% discount for developers in the small business program.
These adjustments reflect Apple's ongoing efforts to align with the DMA while addressing developer feedback. As Apple navigates these regulatory changes, it aims to strike a balance between compliance and maintaining a robust platform for developers.
