Because of recent government action, Apple was forced to update app store fees and policies in the European Union. Find out what is new — and how your app could benefit.
Introducing external payment links
For decades, app developers were forced to use the Apple payment system for all app-related purchases. Apps couldn’t obtain and use their own payment processing solutions.
But in April 2025, the European Commission determined that Apple’s policies violated anti-steering obligations outlined in the region’s Digital Markets Act (DMA).
So the company was forced to update their policies and introduce external payment links into the Apple app store ecosystem.
An external payment link is a way for app developers to process payments without using the Apple payment system. Instead, app developers can send users to their own website and process transactions via a merchant account with an acquiring bank — just like any other online payment situation.
Click here to read the entire history of Apple payments and an overview of the Commission’s actions against Apple.
Apple’s fees for using external payment links in the EU
In response to the European Commission’s rulings, Apple changed their fee structure for apps in the European storefront.
The new fees are very nuanced and challenging to understand. Here’s an overview.
NOTE
After issuing a fine to Apple, the European Commission gave Apple 60 days to update app store policies. On the last day of the grace period, Apple made the following changes. However, as of this article’s publication, the Commission has not responded to Apple’s updates. The Commission may find Apple is still in violation of anti-steering obligations and app fees could change yet again.
Fees for small businesses
Apple defines a small business as any app generating less than $1 million in annual revenue. Here are the fees Apple charges to all small businesses with external payment processing:
0%
Initial acquisition fee
5-10%
Store service fee
5%
Technology fee
0%
Initial acquisition fee
5-10%
Store service fee
5%
Technology fee
Here are some additional details on each fee:
- The initial acquisition fee is waived for small businesses but applicable to any app over $1 million in revenue.
- Store service fees are tiered. Tier 1 is required for all apps and provides minimal store services. This tier charges 5% of annual revenue. Tier 2 is optional and includes premium store services. This tier is 10% of annual revenue. Store services fees are applicable within 12 months of the most recent install, update, or reinstall.
- The technology fee applies to apps that exceed 1 million annual installs. The fee will be €0.50 until January 2026 — when it will change to 5%.
Fees for traditional businesses
Apps that are not classified as a small business are subject to Apple’s standard fees.
2%
Initial acquisition fee
5-13%
Store service fee
5%
Technology fee
2%
Initial acquisition fee
5-13%
Store service fee
5%
Technology fee
Here are some additional details on each fee:
- The initial acquisition fee is 2% of revenue generated during the first six months of installing your app.
- Store service fees are tiered. Tier 1 is required for all apps and provides minimal store services. This tier charges 5% of annual revenue. Tier 2 is optional and includes premium store services. This tier is 13% of annual revenue. Store services fees are applicable within 12 months of the most recent install, update, or reinstall.
- The technology fee applies to apps that exceed 1 million annual installs. The fee will be €0.50 until January 2026 — when it will change to 5%.
Apple’s fees for using the Apple payment system in the EU
Your EU app storefront doesn’t have to use external payment links. You can continue using the Apple payment system. These are the most recently announced fees.
Fees for small businesses, Apple Video Partner Program, and News Partner Program
In addition to classifying certain apps as small businesses, Apple also notes apps that are in the video partner program and news partner program.
10-12%
App store commission
3%
Payment processing fee
5%
Technology fee
10-12%
App store commission
3%
Payment processing fee
5%
Technology fee
Here are some additional details on each fee:
- The commission fee varies by app type. Apps for iOS and iPadOS are charged 10% of revenue. Apps for macOS, tvOS, visionOS, and watchOS are charged 12%.
- The technology fee applies to iOS and iPadOs apps that exceed 1 million annual installs. The fee will be €0.50 until January 2026 — when it will change to 5%.
Fees for standard businesses
Apps that are not classified as a small business, video partner, or news partner are subject to Apple’s standard fees.
17-27%
App store commission
3%
Payment processing fee
5%
Technology fee
17-27%
App store commission
3%
Payment processing fee
5%
Technology fee
Here are some additional details on each fee:
- The commission fee varies by app type. Apps for iOS and iPadOS are charged 17% of revenue. Apps for macOS, tvOS, visionOS, and watchOS are charged 27%.
- The technology fee applies to iOS and iPadOs apps that exceed 1 million annual installs. The fee will be €0.50 until January 2026 — when it will change to 5%.
Apple payment system fees vs. external payment link fees
Let’s look at fees broken down by business type and payment strategy.
Fee comparison for small businesses, Apple Video Partner Program, and News Partner Program
How do the fees compare for these business types?
| Apple’s commission on internal payments | Apple’s commission on external payments | |
|---|---|---|
| Initial acquisition fee Applicable during first 6 months | N/A | 0% |
| Store services fee Applicable within 12 months of the most recent install, update, or reinstall | N/A | 5% for minimal store services 10% for premium store services |
| Technology fee Applicable for apps that exceed 1 million annual installs | €0.50 per install for iOS or iPadOS (changing to 5% January 2026) N/A for macOS, tvOS, visionOS, or watchOS | 5% |
| App store commission Applicable for paid apps and in-app purchases | 10% for iOS or iPadOS 12% for macOS, tvOS, visionOS, or watchOS | N/A |
| Payment processing fee | 3% | Determined by solution provider |
Fee comparison for standard businesses
How much do apps with more than $1 million annual revenue pay in fees?
| Apple’s commission on internal payments | Apple’s commission on external payments | |
|---|---|---|
| Technology fee Applicable for apps that exceed 1 million annual installs | €0.50 per install for iOS or iPadOS (changing to 5% January 2026) N/A for macOS, tvOS, visionOS, or watchOS | 5% |
| Payment processing fee | 3% | Determined by solution provider |
| Initial acquisition fee Applicable during first 6 months | N/A | 2% |
| Store services fee Applicable within 12 months of the most recent install, update, or reinstall | N/A | 5% for minimal store services 13% for premium store services |
| Store services fee Applicable beyond 12 months of the most recent install, update, or reinstall | N/A | 5% for minimal store services 10% for premium store services |
| App store commission Applicable for paid apps and in-app purchases | 17% for iOS or iPadOS 27% for macOS, tvOS, visionOS, or watchOS | N/A |
Want help simplifying the complexities?
Confused by all the fine print and confusing jargon?
Let us help.
Schedule a call with one of our payment experts, and we’ll help you determine which payment strategy would be best for your app.
For more than a decade, Jessica Velasco has been a thought leader in the payments industry. She aims to provide readers with valuable, easy-to-understand resources.
