Apple announces improvements to EU apps that offer purchases and subscriptions outside the App Store via external links

Following the European Union’s ruling last June that Apple’s anti-targeting policy in the App Store violated the Digital Markets Act, the company announced some important changes for developers using the deep link feature in their apps. This includes providing information about alternative payment methods in the App Store and links to websites with payment gateways, offers, etc.

In effect, these changes remove many of the restrictions Apple has placed on deep linking in apps in Europe. Along the way, they introduce a new fee structure, especially for those using links to make external purchases in the App Store.

Apple previously imposed strict rules on how app developers in the European Union could include deep links. Among other things, it required that links be defined statically, pointing directly to the developer’s site, but without any parameters to identify users who had an account or had previously signed in. The problem was that this significantly limited the ability to redirect a visitor to a site where the user could buy or get upgrades.

But from now on, with these changes, almost all of these restrictions have disappeared. European apps will now be able to include dynamic URLs with parameters that can lead anywhere, not just to the app’s official website.

Additionally, without these restrictions, developers can promote purchase offers that are available anywhere: on the web, in an alternative app store, and even within the app itself. Previously, it was impossible, for example, to explain from within the app itself how to subscribe to an external service.

But now these notifications can even be interactive. They can have buttons that redirect the user to a website where they can make a payment, bypassing the App Store entirely.

New fee structure that benefits developers using the external links feature.

Apple also introduced a new fee structure for apps that use the deep link feature, which can be complex. But above all, it should be carefully analyzed by developers who decide to offer payments outside of the Apple App Store.

Now there is Initial purchase fee and one store service fee. The first is a commission on sales of digital goods and services by a new user of the app on any platform where the service offers purchases. This applies for the first 12 months after the first download of the app with the deep linking feature.

The second rate is a commission on sales of digital goods and services, applicable to purchases made on any platform. This applies for a fixed period of 12 months from the date of the first installation, update or reinstallation of the app.

In short, the developer will pay two commissions for each new user, during the first year, and starting from the second year, he will only pay a commission for the store services as long as the user continues to use the application.

However, the fee varies depending on the specific circumstances of each developer. If alternative commercial terms applicable only in the European Union are selected, the core technology fee continues to apply. In addition, the two previously mentioned rates apply as follows:

• Initial acquisition fee: 5%
• Store Service Fee: 10%, which can be reduced to 5% for App Store SMB program members or when renewing a subscription after the first year.

On the other hand, developers who offer their apps on the App Store under standard commercial terms are not subject to the core technology fee. However, one of the fees associated with external links is increased:

• Initial acquisition fee: 5%
• Store Service Fee: 20%, but can be reduced to 7% for App Store SMB program members or when renewing after the first year.

Apple believes this new fee structure will allow developers who choose to use the deep link feature to pay less. But that’s because before this change, the company intended to charge a 17% fee on top of the base technology fee, and the European Union pushed them.