Apple has recently made significant changes to its App Store policies in the European Union, lifting previous restrictions on external links while introducing a new fee structure for external purchases across all platforms.

Relaxed External Link Policies
Apple has removed many of the stringent restrictions previously imposed on developers in the EU regarding the addition of external links within apps. Previously, developers had to adhere to strict rules, such as ensuring links were static and could only redirect to the app’s official website without including any parameters that could identify logged-in users. Now, these restrictions have been lifted, allowing developers to provide dynamic URLs that can redirect users to any website, including alternative sales channels like other app markets. Links can now include parameters, as long as they are not used for advertising or user analytics. Additionally, developers can now opt to open external links within an embedded web view in the app, rather than redirecting users to a browser.
Introduction of a New Fee Structure
Despite the relaxation of link restrictions, Apple has introduced a new fee structure to maintain its revenue stream. The company has announced a two-tier fee system for external purchases made through any platform, which includes an “Initial Purchase Fee” and a “Store Service Fee.”
The “Initial Purchase Fee” applies to digital goods or services purchased within the first 12 months after the app’s initial download on any platform. If a user downloads an app on an iPhone and makes a purchase within the first year, Apple will collect a commission on those purchases, regardless of the device used. The “Store Service Fee” continues after the initial 12 months, applicable to external purchases made during the 12 months following the app’s installation, update, or reinstallation. This fee ceases if the app is deleted, but will resume if the app is reinstalled.
Notably, these fees only apply to new purchases of digital goods or services and do not include existing subscriptions and renewals, provided the user downloaded the app after making the purchase through other channels.
Variable Fee Rates Based on Developer Choices
The new fee rates vary depending on the commercial terms chosen by the developer. For developers operating under the EU alternative business terms, Apple will charge a “Core Technology Fee,” in addition to the “Initial Purchase Fee” and “Store Service Fee.” The specific rates are as follows:
- Core Technology Fee: Depends on the developer’s choice
- Initial Purchase Fee: 5%
- Store Service Fee: 10% (reduced to 5% for eligible renewals or members of the App Store Small Business Program)
For developers opting to operate under the standard commercial terms, Apple will not charge a “Core Technology Fee,” but the fees for external purchases will be higher:
- Initial Purchase Fee: 5%
- Store Service Fee: 20% (reduced to 7% for eligible renewals or members of the App Store Small Business Program)
Apple claims that this new fee structure effectively lowers the overall costs for developers. Previously, external link fees could reach as high as 17%, in addition to the core technology fee. Under the new policy, developers are expected to see a reduction in total fees.
Conclusion
Apple’s recent policy changes in the EU App Store balance the relaxation of external link restrictions with a new fee structure designed to ensure stable revenue. Developers will need to strategically choose the appropriate commercial terms based on their business models and target markets to navigate the new fee system effectively.