A PYMNTS Company

EU Likely to Endorse Apple’s Policy Shift, Avoiding Hefty Daily Fines

By  |  July 22, 2025

Apple’s recent changes to its App Store policies are expected to receive approval from European Union antitrust officials, potentially sparing the tech giant from steep daily penalties, according to Reuters. The move comes as the company aims to align with the EU’s Digital Markets Act (DMA), which seeks to curtail the dominance of major tech platforms and promote fairer competition.

    Get the Full Story

    Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required.

    yesSubscribe to our daily newsletter, PYMNTS Today.

    By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our Privacy Policy and Terms and Conditions.

    The adjustments to Apple’s App Store rules include a revised fee structure that affects how developers are charged for in-app purchases. As outlined by Apple last month, developers will now incur a 20% processing fee for transactions made within the App Store. However, those enrolled in Apple’s small business program may see that fee reduced to as little as 13%. Additionally, developers who direct users outside the App Store for payments will be subject to fees ranging from 5% to 15%, depending on specific use cases.

    Per Reuters, developers will now also have the flexibility to include multiple outbound links directing users to external payment systems, a significant shift from previous policies that restricted such practices.

    Related: UK Home Office May Be Forced to Drop Demand For Backdoor Access to Apple Data

    The European Commission launched enforcement action earlier this year, concluding in April with a €500 million ($586.7 million) fine against Apple. The Commission argued that Apple’s previous policies illegally hindered app developers from promoting alternative, potentially cheaper, payment methods—thereby violating the DMA.

    To comply, Apple was given a 60-day deadline to remove these limitations or face escalating daily penalties. According to Reuters, those fines could have reached up to 5% of Apple’s average daily global revenue, amounting to approximately €50 million per day.

    While formal approval of Apple’s revisions is anticipated in the coming weeks, the timeline remains fluid. “All options remain on the table. We are still assessing Apple’s proposed changes,” the European Commission stated, as quoted by Reuters.

    Apple, for its part, has criticized the EU’s directive for interfering with its control over the App Store, but has nonetheless moved forward with the policy overhaul to avoid punitive action. The company did not immediately respond to requests for comment.

    Source: Reuters