Apple will change App Store rules in the EU from October, making it easier for users to download apps outside the App Store and offering more payment options. Developers will gain greater freedom over app distribution and billing methods. The move follows a €500 million fine in April 2025 for breaching the EU’s Digital Markets Act, which designates Apple a gatekeeper and imposes stricter competition obligations. The European Commission says it will closely monitor Apple’s rollout to ensure compliance.
Apple to Loosen App Store Rules in EU From October — Easier Downloads and New Payment Options
FILE PHOTO - The Apple App Store logo can be seen on an iPhone's screen. (is associated with: «Apple to loosen App Store rules in EU after antitrust pressure») Fabian Sommer/dpa
Apple has announced it will revise App Store rules across the European Union beginning in October, giving users more ways to download apps and more payment options, the company and the European Commission said on Tuesday.
What Changes
Under the new terms, developers of apps compatible with Apple devices will have greater latitude over how they distribute their software and how users pay for it. Apps will be easier to obtain outside Apple’s App Store, including direct downloads from developers' websites and through third-party online marketplaces.
Why It Matters
EU antitrust regulators argued that Apple’s commission and fee structures discouraged developers from offering alternative distribution channels. The changes aim to reduce those barriers and increase competition in the app ecosystem for both users and developers.
Regulatory Context and Enforcement
In April 2025 the European Commission fined Apple €500 million ($578 million) for breaching the EU’s Digital Markets Act (DMA). Under the DMA Apple is designated as a "gatekeeper," meaning its services act as a major gateway between businesses and consumers, and the law places extra obligations on large tech firms — including Alphabet and Amazon — to preserve fair competition.
The Commission said it will closely monitor Apple’s implementation of the new terms to ensure compliance with the DMA and the company’s commitments.
Apple’s policy revisions mark a significant shift in how the company handles app distribution and payments in the EU. The practical effects for users and developers will depend on how Apple implements the changes and how quickly developers adopt alternative channels.
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