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Introduction: Appleâs EU App Store Shake-Up Under Fire
In response to the European
Apple’s adjustments, including a Core Technology Commission, new linking rules, and a tiered Store Services Fee, aim to balance compliance with business interests. However, critics argue these steps only serve to maintain Apple’s dominant grip on its ecosystemâparticularly when developers attempt to bypass its native payment system.
Letâs break down whatâs changing, why Epic is furious, and what the broader implications could be for the future of app marketplaces in the EU and beyond.
Appleâs Latest App Store Changes: Whatâs Happening? đ
Apple has introduced a series of App Store modifications intended for EU developers, largely centered on enabling alternative payment options in line with the Digital Markets Act (DMA). Among the key updates:
A new Core Technology Commission (CTC) for apps using alternative payment systems.
Revised rules allowing apps to link out or promote external offers.
Adjusted Store Services Fees, now divided into tiered structures depending on usage.
Despite these changes, Apple still charges developers a commissionâeven if they use external payment systems. This aspect, in particular, has ignited strong reactions.
Tim Sweeney, CEO of Epic Games, took to X (formerly Twitter) to call out Appleâs new policy framework, branding it as:
âBlatantly unlawful in both Europe and the United States⌠a mockery of fair competition.â
Sweeney argues that instead of enabling freedom, Apple has “commercially crippled” developers who seek independence from its payment infrastructure.
This controversy comes at a time when Apple is appealing an earlier U.S. court injunction that prohibits the company from taking a cut of out-of-app-store purchasesâa ruling that already stemmed from its ongoing legal feud with Epic Games.
Meanwhile, Apple insists it is striving to meet EU regulations while protecting the integrity of its platform. However, many see the companyâs actions as deliberate efforts to comply âon paperâ while preserving its profit model in practice.
What Undercode Say: Deep Dive into Appleâs Compliance Strategy đ
Is Apple Playing Fair or Just Playing the System?
Appleâs latest policy shift seems like an effort to technically obey the Digital Markets Act while strategically avoiding real economic loss. By creating the Core Technology Commission (CTC) and maintaining commission charges on alternative transactions, Apple essentially rebrands the cost structure while keeping developers within its financial ecosystem.
This tactic can be described as âmalicious complianceââdoing the bare minimum to follow the law while undermining its spirit. Regulators often struggle with such moves because they check legal boxes but still restrict real market competition.
Appleâs EU vs. US Legal Balance
The European DMA is designed to break down monopolistic behavior, while the U.S. legal system is still catching up. Apple is playing a dangerous balancing act, trying to satisfy European regulators while appealing court rulings in the U.S. This double-pronged legal battle puts Apple at a strategic crossroads. If it loses in either territory, it may need to radically rethink its App Store monetization model.
Epic Games: Catalyst for App Store Reform?
Epic Games has become the symbol of resistance against Appleâs ecosystem dominance. Their pushback began with Fortnite’s removal from the App Store, and it hasn’t stopped. Sweeneyâs recent condemnation adds fuel to an already blazing fire. Epic is positioning itself as a champion of fair market practices, even if it risks Apple’s retaliation.
Developer Impact: New Rules, Old Chains?
While Apple technically allows external payment options, the rules surrounding them are complex, and developers are still paying high fees. This raises a crucial question: does compliance matter if the end result still hurts innovation and competition?
Independent developers, especially smaller ones, may find the new CTC and fee structures just as restrictive as before. Appleâs financial model remains largely untouched, which could discourage new apps from entering the EU market unless stricter enforcement is applied.
â Fact Checker Results
Apple did release changes to comply with the
Developers using external payment systems still pay Apple a fee.
Tim Sweeneyâs criticism is consistent with
đŽ Prediction: The Future of the App Store in Europe
Expect continued pressure from EU regulators to tighten enforcement of the DMA, especially if Appleâs âcomplianceâ is seen as superficial. Meanwhile, Epic Games and similar developers will likely keep challenging Apple both in court and public discourse. If regulators respond with fines or legal clarification, we may witness a truly open app economy emergeâone where developers finally gain real freedom over distribution and payments.
This is just the beginning of a transformative battle between Big Tech and regulation. How Apple navigates this could set a global precedent for digital marketplaces.
References:
Reported By: 9to5mac.com
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