Apple EU policy adjustment: Relaxing developer communication restrictions, new fee plan sparks heated discussions
Apple recently adjusted its policies in the European Union, allowing developers to communicate with customers outside of the App Store and introducing two new fees. This move is in response to the European Commission's accusations of violating technical rules. Apple's adjustment is seen as a concession to regulatory authorities, but it has also sparked discussions. Spotify has expressed concerns about Apple's new proposals and is evaluating next steps. The European Commission will assess Apple's changes and consider feedback from the market and developers. This policy adjustment is one of Apple's responses to the European Commission's accusations
According to the latest information from Zhitong Finance and Economics APP, Apple Inc. (AAPL.US) has recently adjusted its policies in the European Union to address the European Commission's accusations of violating technical rules in June. Under the new policy, Apple now allows developers to communicate with customers outside of the App Store, signaling a concession by Apple in its negotiations with regulatory authorities.
Previously, the European Commission pointed out that Apple only allowed "links" to guide users, meaning developers could include a link within the app to redirect customers to a webpage where contracts could be signed. With this announcement, developers can now promote discounts available anywhere within the app, not limited to their own websites.
However, Apple has also introduced two new fees: a 5% initial acquisition fee for new users and a 10% store service fee for any sales made by users on any platform within 12 months of app installation. These fees will replace the reduced commission on all digital goods and services sold through the App Store.
Currently, Apple's fees include core technology fees, commissions on digital goods and services, as well as optional fees for payments and business services. The core technology fee applies to less than 1% of applications.
It is worth mentioning that Spotify Technology (SPOT.US) is in dispute with Apple over in-app linking issues, and the company is evaluating Apple's new proposal. A spokesperson for Spotify stated that Apple is requesting up to a 25% fee for basic communication with users, which seems to overlook the basic requirements of the Digital Markets Act.
The European Commission has criticized Apple for charging fees for helping developers acquire new customers through the App Store that exceed reasonable limits. Commission officials stated that they will evaluate Apple's final changes to compliance measures and consider feedback from the market, especially developers.
This policy adjustment by Apple is a response to the first accusations made by the European Commission under the landmark Digital Markets Act (DMA). Violations of the DMA could result in companies being fined up to 10% of their global annual turnover. Apple's policy adjustment this time is both a response to regulatory pressure and a reflection of its efforts to balance maintaining market position and compliance with regulations