Anyone launching an app with paid features, subscriptions or in-app purchases will almost certainly have to deal with Apple and Google. Through the App Store and Google Play, you can reach millions of users and benefit from a trusted payment environment. In return, both platforms charge commission on digital purchases.
That commission can be as high as 30% of every transaction. For many developers, this has been a point of discussion for years. However, under the influence of European regulations such as the Digital Markets Act (DMA) and ongoing legal proceedings, pricing structures are now visibly changing. The most significant change is clear: Google Play will reduce its standard commission rate to 20% from 30 June 2026.
In this article, you will learn what commissions Apple and Google charge, what is changing in 2026, which reduced rates are available and how to prevent platform fees from putting unnecessary pressure on your revenue model. The table below provides an overview of the previous situation and the new one.
What is changing in platform fees?
The table below provides an overview of the previous situation and the new one.
| Category | Previous situation | New situation (effective from) |
|---|---|---|
| Google Play, standard rate | 30% on digital purchases | 20% from 30 June 2026 (EU, UK and US; worldwide by the end of 2027) |
| Google Play, subscriptions | 15% | 10% from 30 June 2026 |
| Apple, standard rate | 30% on digital purchases | 30%, with 15% available through the Small Business Program (since 2021, for businesses with up to $1 million in revenue) |
| Payments outside the app | Processed through Apple or Google | External payments permitted under the DMA, subject to additional notices and conditions |
| Alternative app stores | Only the App Store and Google Play | Alternative app stores also permitted under the DMA (since 2024) |
Why platform commissions matter
Apple and Google charge commission on digital products and services sold through their app stores. Examples include:
- paid apps and in-app purchases;
- premium features and digital content;
- in-app subscriptions.
Different rules often apply to physical products or services delivered outside the app. Examples include reservations, appointments, transport services or physical orders. In these cases, payment outside the app stores is often permitted.
The distinction is therefore important: are you selling digital value within the app, or facilitating a service outside the app?
The impact on your revenue model
A commission rate of 30% directly affects how much margin remains for development, marketing, support and further development.
If a user pays €10 per month through the app store, €7 remains after a 30% commission. With a 15% commission, that becomes €8.50, and with the new subscription rate of 10%, it increases to €9. For apps operating at scale, relying on subscriptions or working with lower margins, the difference is significant.
That is why payment routes and platform strategy should be considered early in the app development process.
Apple Small Business Program: often 15% instead of 30%
For smaller developers, Apple offers the App Store Small Business Program. Developers who generated up to one million dollars in App Store revenue during the previous calendar year may qualify for a reduced commission rate of 15% on paid apps and in-app purchases.
For start-ups, scale-ups and organisations with a new revenue model, this can make a substantial difference. Yet this opportunity is often considered too late, despite its impact on pricing, margins and growth planning.
Google Play: lower rates from 30 June 2026
Google is making the most visible reduction. From 30 June 2026, its standard commission rate will decrease from 30% to 20% in the EU, the United Kingdom and the United States. For recurring subscriptions, the rate will drop to 10%. The global rollout is expected to be completed by the end of 2027.
The actual costs will depend on the payment type, market, selected payment method and the applicable conditions at that time. It therefore remains important to calculate the effective rate carefully for each app business case.
When can payments be made outside the app store?
In some cases, payments may be processed outside Apple’s or Google’s ecosystems. This is particularly relevant when your app supports physical services or external fulfilment, such as appointments, reservations or orders.
For digital products, the situation is more complex. If you sell digital access, content, credits or premium features within the app, stricter rules generally apply. The DMA has created more room for alternative payment methods, but Apple and Google still attach conditions, notifications and, in some cases, additional charges. In the EU, for example, Apple applies a Core Technology Commission of 5% on digital sales, even when they take place outside the App Store.
In practice, these additional steps create friction. Users receive notifications indicating that they are leaving the trusted platform environment, prompting some to return to in-app payments. It is therefore important to calculate how much revenue remains after accounting for friction and any additional charges.
What does this mean for your app?
Platform commissions should be considered at an early stage of your app strategy. They influence your revenue model, user experience and growth potential.
When defining your strategy, it is wise to consider:
- what type of value you are selling and which commission rate applies;
- whether you qualify for reduced rates or external payment options;
- how much friction alternative payment methods introduce;
- what margin remains after platform fees.
This helps prevent commissions from putting pressure on your business case later on.
DTT helps you make the right choices
At DTT, we look beyond the technical side of app development. We help you think through your revenue model, payment routes, platform requirements and their impact on growth.
If you are planning to develop an app with paid features, subscriptions or in-app purchases, we can help you make the right decisions from the outset. The result is an app that is technically robust and financially sustainable.
Please contact us for a no-obligation discussion about your app strategy.
