appleAnnounceThe App Store in the EU adopts a new developer charging policy to cooperateEU Digital Markets Act (DMA) specification requirements.
This update involves several complex new regulations, including adjustments to three types of charges generated when apps promote digital products or services, including the "Initial Acquisition Fee", the "Store Services Fee", and the "Core Technology Fee" (CTF) or "Core Technology Commission" (CTC).
CTC model: no longer calculated by the number of downloads, but by the sales time
The newly introduced Core Technology Commission (CTC) model is specifically for developers who have opted into the StoreKit External Linking Rights (EU) addendum. Unlike the previous Core Technology Fee (CTF), which was based on annual app installs, the Core Technology Commission is now calculated based on all digital goods or services transactions (including updates and reinstalls) within 12 months of the user's installation date, at a 5% fee.
Apple said that this plan will officially become a unified charging model for all developers in the EU from January 2026, 1.
Two-tier service fee structure
During the transition period (i.e., until the end of 2025), Apple will offer the following two service tiers:
Tier 1 (Mandatory Shop Services)
• First acquisition fee: 2%
• Store service fee: 5%
Tier 2 (optional store service)
• First acquisition fee: 2%
• Store Service Fee: 13%, but if the developer is part of Apple's Small Business Program or subscribes for more than one year, then it will be 10%
In addition, if you belong to Apple's small business program or are a long-term subscriber, the first-time acquisition fee will be waived.
More relaxed promotional link policies and external traffic diversion reminders
Apple also updated its promotion and traffic diversion policies for developers in the EU, allowing developers to point promotional links to the "official website", "alternative App stores", and "other apps", and provide access through the WebView or native interface within the App.
In addition, Apple also stated that it will adjust the wording used in the diversion prompt page (commonly known as "scare prompt") to reduce exaggerated or misleading warning tone.
Conclusion: Despite concessions, the rules of the game are still in Apple's hands
While Apple's recent changes to its App Store pricing mechanism in the EU represent a compromise with the Digital Markets Act, by adjusting its commission structure and charging model, it effectively maintains a high degree of control over its app ecosystem. With the "Core Technology Commission" becoming the sole developer fee model in the EU starting in 2026, developers will need to carefully consider costs and strategies, finding a balance between compliance and profitability.
Comparison of Apple's EU App Store fee structure changes (2025 vs. 2026):
| Item | Current plan for 2025 | Unified scheme from 2026 (CTC model) |
| Suitable | Developers who choose StoreKit external link permissions, according to Tier classification | All developers (Using CTC) |
| Billing basis | Calculated based on the App’s annual “number of installations” | Calculated based on "all transaction amounts within 12 months from the date of installation" |
| Initial Acquisition Fee (IAF) | • 2% (charged on purchases made after the first download) • Some small developers/long-term subscriptions may be exempted | ❌ Not applicable (removed uniformly) |
| Store Service Fee (SSF) | • Tier 1: 5% (Basic Functionality) • Tier 2: 13% (optional service) • 10% for small business participants | ❌ Not applicable (replaced by CTC) |
| Core Technology Fee (CTF) | Applicable to apps with more than 100 million installations per year, charged per installation (details not yet announced) | ❌ Not Applicable |
| Core Technology Commission (CTC) | Optional, 5% if selected (based on sales) | ✅ Mandatory application, 5% |
| Cost calculation scope | Transactions and installs after installation | All transactions within one year from the date of installation (including payment, updates, and reinstallations) |
| Promotion and diversion restrictions | Limit the diversion text and link format, and the diversion page has obvious threatening warnings | Can link to external websites, markets, and other apps, and the tone of the diversion page is adjusted to neutral |
| Other offers | Apple Small Business Program participants enjoy lower rates (SSF can be reduced to 10%) | May be retained, but it has not yet been confirmed whether it will continue to be used in CTC mode |
