In response to mounting regulatory scrutiny, Apple has modified its App Store rules across the European Union to align with the Digital Markets Act (DMA), the region’s sweeping antitrust legislation aimed at curbing the power of tech giants. The law, which came into full effect in March 2024, mandates that companies like Apple must allow fair competition and user choice on their platforms.

📲 Major Policy Overhauls: Sideloading and Alternative App Stores

Among the most significant updates is Apple’s decision to allow sideloading—letting users install apps from outside the official App Store. For years, Apple has maintained a walled-garden approach, citing security and user protection. But under the DMA, iPhone users in the EU can now access apps via third-party app marketplaces.

Additionally, Apple will permit developers to use alternative payment systems and app distribution methods without being forced into Apple’s 15–30% commission structure—though not without caveats.

💶 Reduced Fees, but Strings Attached

While Apple has introduced reduced fees for developers opting into the new EU-specific terms, it also added what it calls a “Core Technology Fee.” This fee applies to apps downloaded more than 1 million times annually and is seen by many as a workaround to retain revenue despite reduced commissions.

Apple defends the fee as a fair charge to maintain iOS infrastructure, but critics argue it undercuts the intent of the DMA by discouraging competition.

🧑‍⚖️ Mixed Reactions from Developers and Regulators

The tech community is split. Some developers welcome the greater flexibility, while others argue the changes are overly complex and still restrict meaningful competition. EU regulators are reviewing Apple’s revised policies to determine whether they truly comply with the DMA or merely offer a surface-level adjustment.

The European Commission warned that failure to fully adhere to the law could result in daily fines of up to 10% of Apple’s global revenue—a staggering penalty that could exceed tens of billions of euros.

🌍 Global Ripple Effects Expected

Apple’s move may have implications beyond the EU, with countries like Japan, India, and the U.S. observing closely. As global momentum builds toward tech regulation, Apple may eventually face similar changes elsewhere.

Whether these new policies represent a true shift in Apple’s strategy or simply a tactical retreat remains to be seen. One thing is clear: the era of unchecked control by Big Tech in Europe is nearing its end.