Apple Eases EU App Store Rules — As Harmful Apps Highlight Curation Risks

Apple is once again changing its App Store business terms in the European Union, this time replacing its widely criticized per-install fee with a flat 5% commission for apps distributed outside of its official App Store. According to TechCrunch, the move also aims to make it easier for developers to launch their own alternative app marketplaces, a direct response to pressure from EU regulators.

This is Apple’s latest attempt to comply with the EU's Digital Markets Act (DMA) while still maintaining a grip on the iOS ecosystem. The Verge reports that Apple believes these new terms will resolve its "disagreements with the Commission over business terms and alternative distribution." The previous fee structure was a non-starter for many developers, but this simplified commission model may prove more palatable.

A Simpler Fee Structure for a New Era

Under the new rules, Apple is consolidating its business terms for developers in the EU. The previous system, with its complex Core Technology Fee (CTF) that charged developers per install for popular apps, is being replaced. The new 5% commission applies to digital transactions for apps distributed through alternative channels. This is a significant reduction from the 15-30% cut Apple takes from apps within its own store, but it ensures Apple still gets a piece of the revenue generated on its platform, even from competing stores.

The change appears to be a direct concession. Developers and regulators alike pushed back hard against the initial CTF, arguing it was designed to make alternative app stores financially unviable. By shifting to a more straightforward revenue-sharing model, Apple is acknowledging that its first attempt at compliance failed. The goal is clear: find a middle ground that satisfies regulators without completely giving up the revenue and control it has enjoyed for over a decade.

The Enduring Case for the Walled Garden

Just as Apple is being forced to lower its walls in the EU, a stark reminder of why those walls were built so high in the first place has emerged. A recent investigation from Wired revealed that Meta had been running advertisements for an app that used deepfake technology to generate pornographic images of female politicians. One ad even featured a deepfake resembling a prominent US politician. After being contacted by Wired, Apple removed the app from its App Store.

This incident is the embodiment of Apple's long-standing argument for its tightly controlled App Store. The company has always justified its 30% commission and strict review process as necessary costs to protect users from malware, scams, and harmful content. While the review process is imperfect—this app was approved, after all—Apple’s ability to swiftly remove it globally demonstrates a level of control that will be lost in a world of multiple, independent app stores on iOS.

Together, these reports frame the fundamental tension at the heart of the modern app economy. Regulators demand more competition and developer freedom, which logically requires a more open platform. Yet that very openness increases the risk of malicious or exploitative apps reaching consumers. The "nudify" app illustrates the worst-case scenario. If it had been distributed on a third-party app store, Apple's power to intervene would have been diminished, leaving moderation up to a marketplace operator with potentially fewer resources or weaker standards. This suggests that as the EU gets the open app ecosystem it wants, the burden of vigilance will inevitably shift more toward the user.