"Let's Avoid Fines" Apple Changes App Store Rules in the EU

As Apple faces the risk of a massive fine from the European Union (EU) for violating the so-called 'Big Tech Anti-Gapjil Act,' it has decided to change its App Store operating rules once again.

According to the App Store operating rules update announced by Apple on the 8th (local time), starting this fall, EU app developers will be able to use links within apps that connect to external websites or other platforms.

With the relaxation of the previously restricted link connection regulations in the Apple App Store, it will become possible to induce payments and promotions outside the app. Until now, the Apple App Store has been criticized for leveraging its monopolistic position in the market to force its own internal payment system (in-app payment) and impose high commissions.

This regulatory change was made following the provisional conclusion by the EU Commission in June that Apple's App Store operating method violates the Digital Markets Act (DMA), known as the 'Big Tech Anti-Gapjil Act.' At that time, the EU Commission criticized the closed nature of the Apple ecosystem, including the forced use of in-app payments, stating, "Developers distributing apps through the Apple App Store should be able to inform customers of cheaper alternative purchasing methods without additional costs and encourage purchases through them."

This is the fourth time Apple has changed App Store-related regulations in the EU since the DMA came into effect in March this year. Previously, to avoid sanctions for violating the DMA, Apple had taken measures such as lowering the App Store payment commission from the existing 30% to 17%, allowing developers to introduce alternative payments, and opening up to third-party app markets.

In a blog post on the same day, Apple explained, "The regulatory changes are in response to the EU Commission's announcement in June," adding, "The adjusted rules apply to all EU developers regardless of whether they use other app markets, payment options, or remain within the Apple ecosystem."

Along with this, a new commission system was introduced: a 5% commission for new users and a 10% store service fee on total sales generated across all platforms within one year after app installation. This is intended to compensate for the sharp decline in commission revenue, which was previously up to 30% from forced in-app payments, by charging fees under other commission categories for app distribution and management services.

An EU Commission official stated immediately after Apple's announcement, "We will evaluate Apple's regulatory changes considering market feedback, especially from developers." The EU Commission plans to make a final decision on the level of sanctions for DMA violations around March next year. If the law violation is confirmed, a fine of up to 10% of Apple's global revenue could be imposed.