Apple Modifies Its External Link Policy Under EU Pressure, Allowing Developers to Direct Users to External Purchases

Under the pressure of the European Union's Digital Markets Act, Apple was forced to open up iOS for sideloading installations. However, as EPIC pointed out, Apple's various terms are essentially 'malicious compliance'—seemingly meeting the requirements of the Digital Markets Act, but with so many restrictions on developers that there's little real change.

The complexity of these terms has once again attracted the attention of the EU. With the Digital Markets Act now in effect, Apple could face lawsuits and hefty fines from the EU for non-compliance.

In light of this, Apple has had no choice but to further concede. Today, Apple announced a series of policy changes for developers, allowing them to direct users to external websites for payments or subscriptions and to use identifiers in links to distinguish different sources.

Changes to StoreKit’s External Purchase Links:

• Developers can promote external website purchase offers, which can be directed to external websites, other applications, or alternative app markets.
• Developers can design and implement promotion communications within the app, such as offering additional information on subscription pricing.
• Developers can use clickable, tappable, or scannable links (i.e., trackable) to direct users to external destinations.
• Developers can use any number of URLs without declaring them in the app's Info.plist.
• Links with parameters, redirects, and links to intermediate login pages are allowed.
• For apps with rights to external purchase links, Apple has also updated various commercial terms (rates).

However, the new commercial terms are quite complex. If operating under the EU's alternative commercial terms through sideloading:

• Developers still need to pay a core technology fee (€0.5 per installation, with some exemptions).
• An initial purchase fee calculated at 5% of the subscription price is required.
• A store service fee calculated at 10% of the subscription price is required, reduced to 5% for members of the small business program.

If continuing to operate under Apple's universal commercial terms but using external links for purchases:

• No core technology fee is required.
• An initial purchase fee calculated at 5% of the subscription price is required.
• A store service fee calculated at 20% of the subscription price is required, reduced to 5% for members of the small business program.

Developers may need to spend considerable time deciding whether to download and purchase through the App Store or pay through external links, as these rate schemes become increasingly complex. However, from the perspective of rates, developers gain little benefit, with Apple's fees ranging between 15% to 25% (excluding the core technology fee), which is not significantly different from direct distribution through the App Store, especially since small developers already benefit from a 15% rate discount.