Apple relaxes App Store rules: more freedom for developers

Apple now allows developers to actively direct users to alternative download locations for their app, outside the official App Store. Previously, this was not permitted. The change is part of a broader adjustment to the European Digital Markets Act (DMA), which obliges large tech companies to provide more transparency and freedom of choice.

The key changes at a glance

The rules are changing. As a developer you will have more options, but also new conditions to consider. The table below clearly sets out the differences: from distribution and payment links to commissions and installation fees.

The table shows how significant the differences are. Where you were previously bound to Apple’s App Store and commissions of up to thirty per cent, you will soon have more freedom to make your own choices. You may distribute your app outside the App Store, link to your own payment pages, and as a smaller developer you will pay less commission. However, there will also be new costs, such as a fee per new user and a levy for more than one million installations.

Legal context and implementation

Apple is implementing these changes to comply with European DMA regulations. The new model will be available from 2026 for developers within the EU. At the same time, Apple continues to challenge the legislation legally. For now, implementation will proceed, partly to avoid further fines.

Installing apps outside the App Store

A striking change: within the EU, apps may soon also be offered through other channels, such as directly from your own website. Apple will set certain conditions, but this is a major breakthrough. Previously, distribution was entirely bound to Apple’s platform. Now, there is more scope for control over your own distribution strategy.

Payments outside Apple

Previously, every payment within your iOS app had to go through Apple. This included subscriptions, upgrades or one-off purchases. Apple charged up to thirty per cent commission. From 2026, developers may direct users to their own payment environment, such as a webshop or external payment page. There will be one mandatory notification per user, with the option to disable it. This provides more control over the revenue model, without Apple’s compulsory intervention.

Want to know more about revenue models? Read our blog on earning money with apps.

What does this mean for your app?

The changes create more opportunities to offer your app in your own way, with greater control over distribution and revenue. At the same time, it calls for a renewed look at your business model. At DTT, we closely monitor these developments and are happy to advise you on the strategic choices surrounding your iOS app.

With the growing possibilities around distribution and pricing models, a well-considered launch is becoming increasingly important. In our article on app marketing, we share how the right strategy can ensure visibility, downloads and sustainable user growth.