In the EU, developers can now distribute apps through stores other than Apple's App Store and can use payment systems other than Apple's own, but Apple may still charge fees on those alternative transactions.
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This provision establishes a regulatory framework for EU developers that creates procedural pathways for alternative distribution and payment processing while preserving Apple's authority to set fee structures and compliance requirements for transactions processed outside its system.
The updated guidelines state that developers must ensure kids receive age-appropriate experiences within their apps and must remove user-generated content that violates the guidelines, terms of service, or community standards. Under the revised policy, if Apple identifies policy-violating content, the developer will be asked to remove it and provide a compliance improvement plan. Based on the developer's response, the app may be removed from the App Store until compliance is demonstrated. This establishes a formal escalation pathway where developer inaction or inadequate remediation can result in app suspension or removal.
View change record →EU consumers may gain access to apps through alternative marketplaces that were previously unavailable through the App Store, potentially at different prices, but the practical impact depends on which alternative marketplaces emerge and whether Apple's fee structure makes alternatives commercially viable for developers.
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"In the European Union, developers may distribute iOS apps through alternative app marketplaces and may use payment service providers other than Apple's in-app purchase system. Developers who choose to use alternative payment processing must apply for the relevant entitlements and comply with applicable requirements, including fee structures that Apple may apply to alternative transactions.— Excerpt from Apple's Apple App Store Review Guidelines
REGULATORY FRAMEWORK: This provision directly implements EU DMA Art. 6(4) (obligation on gatekeepers to allow third-party app stores and side-loading on iOS) and Art. 5(7) (prohibition on requiring developers to use Apple's IAP). Enforced by the European Commission DG COMP with fines up to 10% of global annual turnover for first violations, 20% for repeat violations, and potential periodic penalty payments. The 'Core Technology Fee' (€0.50 per first annual install beyond 1 million) has been subject to European Commission scrutiny as a potential DMA circumvention mechanism.
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This provision establishes a regulatory framework for EU developers that creates procedural pathways for alternative distribution and payment processing while preserving Apple's authority to set fee structures and compliance requirements for transactions processed outside its system.
EU consumers may gain access to apps through alternative marketplaces that were previously unavailable through the App Store, potentially at different prices, but the practical impact depends on which alternative marketplaces emerge and whether Apple's fee structure makes alternatives commercially viable for developers.
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