Apple’s June 2025 DMA Response: Real Reform or Just a Repackaged Tax?

Apple just rolled out new App Store rules for the European Union, claiming to comply with the Digital Markets Act (DMA). The update gives developers new freedom—but also new fees. And while headlines are calling it a breakthrough, the reality for publishers is more nuanced.

What changed?

For the first time, iOS apps distributed in the EU can:

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• Promote external payment offers
• Embed tappable links, QR codes, and webviews
• Design in-app promotions for digital goods outside of IAP

But Apple isn’t giving up control without compensation. Apps that link to external purchases must now pay:

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• 5% Core Technology Commission (CTC)
• 2% Acquisition Fee
• 5%–13% Store Services Fee, depending on the App Store feature tier selected

Developers must also report external transactions to Apple via API. Access to core App Store features like automatic updates, performance metrics, and discovery tools is restricted for those who opt into the lower fee tier.

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The EU Commission will now assess whether these changes satisfy DMA requirements. Epic Games CEO Tim Sweeney has already called it “malicious compliance.” Additional non-compliance fines may still be on the table.

How does this compare to the U.S.?

Since April 30, U.S. developers can also link to external payments and web stores - and promote them in-game freely. But critically, Apple can’t charge a commission on those external sales. That’s thanks to the court order stemming from Epic v. Apple.

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In contrast, Apple’s EU approach creates a permissioned, monetized system for using your own payment rails.

What does this mean for game publishers?

This is still progress in my view. Publishers now have more freedom to control the player journey inside the app. But it’s far from frictionless.

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The operational overhead - reporting, segmentation, fee planning - is significant. The economics will only work at scale or with a diversified DTC setup.

What’s next?

We believe this marks another step toward what we call DTC 2.0 - a new era where publishers reclaim margin and control, not just through a single web store, but through a fragmented, multi-channel DTC strategy.

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Web stores. iOS Payment Links. Sideloaded APKs. Browser games. Community-driven distribution. The future is out-of-app, cross-platform, and increasingly player-first.

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Apple’s grip is loosening. Slowly. But the direction of travel is clear: publishers who invest now in operational readiness and flexible monetization will win.

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Further reading:

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• Why external payment links on iOS just blew the gates open
• How our Merchant of Record model helps publishers stay compliant

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