Apple has revised its policy in the European Union, enabling developers to communicate with their customers outside the App Store. This change follows a June penalty by the European Commission for violating the bloc’s tech regulations.
Previously, Apple restricted communication through “link-outs,” where developers could include a link in their app redirecting users to a web page for contract completion. Under the new policy, developers can now promote offers and communicate with customers from within their apps, regardless of the platform.
However, Apple will introduce two new fees: a 5% acquisition fee for new users and a 10% store services fee for sales made by app users on any platform within 12 months of the app installation. These fees will replace the existing reduced commission on digital goods and services sold through the App Store.
Apple’s updated fee structure is a point of contention for Spotify, which has had disputes with Apple over in-app linking. Spotify is evaluating Apple’s proposal and criticized the new fees as excessive. “By imposing a 25% fee for basic communication with users, Apple once again overlooks the fundamental requirements of the Digital Markets Act,” a Spotify spokesperson stated.
The European Commission had previously criticized Apple’s fees for acquiring new customers through the App Store, deeming them excessive. A Commission official mentioned that they would review Apple’s compliance changes and market feedback.
This action against Apple is the first enforcement under the Digital Markets Act, which aims to curb the influence of major tech companies. Violations of the DMA could result in fines of up to 10% of a company’s global annual revenue.
