EU App Distribution Rules: Apple Developers Required to Provide Merchant Identity for Compliance

As of August 15, 2024, Apple developers must provide a merchant identity in App Store Connect to comply with new European Union (EU) regulations. This requirement affects all apps distributed in the EU.

Dates and Requirements:

  • October 16, 2024: Developers must provide their merchant identity before submitting app updates. New submissions will also require this information.
  • February 17, 2025: Apps without a merchant identity will be removed from the EU App Store until the information is provided and verified.

Apple is implementing this requirement strictly. Developers must submit their merchant identity, regardless of their current status, to avoid having their apps removed from the EU App Store.

A grace period allows existing apps to remain online until February 17, 2025, if they are not updated. However, all new submissions or updates must include the merchant identity by October 16, 2024.

Developers should update their merchant information promptly to ensure continued availability in the EU markets.

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