Apple is changing the rules for developers in the European Union, introducing new terms that could affect how apps process payments, distribute their apps, and protect younger users. The updated business terms will take effect on October 1, 2026, giving EU developers a new framework for payments and alternative distribution.

For developers, understanding these changes is important. Apple’s requirements can influence more than how an app generates revenue. They can also affect the user experience, app functionality, and the steps developers need to take to keep their apps compliant with the latest App Store requirements.

KEY TAKEAWAYS

Apple’s updated EU business terms introduce new commission rates for different payment and distribution methods while adding additional child safety protections.

App developers should be aware of:

• New commission rates for Apple In App Purchase, alternative payment processing, and out-of-app offers
• A 5% Core Technology Commission for qualifying transactions involving apps distributed through alternative channels
• New parental gate requirements for certain apps and age groups
• Updated requirements that developers will need to follow beginning October 1, 2026

NEW APPLE COMMISSION RATES FOR EU APP DEVELOPERS

One of the most notable parts of Apple’s announcement is the introduction of new commission rates based on how developers process transactions.

For App Store apps using Apple In-App Purchase, the commission will be 26%. For the vast majority of developers, including those participating in the App Store Small Business Program, Mini Apps Partner Program, or Video Partner Program, the rate will be 15%. The 15% rate will also apply to renewing subscriptions after their first year.

Developers using alternative payment processing within their apps will pay a 20% commission. Developers participating in the applicable programs mentioned above will pay a reduced 10% commission.

For App Store apps that link out of the app to complete purchases, Apple will charge a 15% commission. Developers participating in the qualifying programs will pay a reduced 10% commission.

These changes give developers additional flexibility in how they handle transactions, but they also mean developers will need to understand which terms and commission structure apply to their specific app and business model.

APPLE’S NEW CORE TECHNOLOGY COMMISSION FOR TRANSACTIONS

Apple is also introducing a new 5% Core Technology Commission for qualifying digital transactions involving apps distributed through alternative channels, including alternative app marketplaces and Web Distribution.

This replaces the previous Core Technology Fee structure for developers operating under the new EU terms. Apple is also eliminating the Initial Acquisition Fee and Store Services Fee associated with its previous EU business terms.

For developers exploring alternative distribution, these changes introduce a new financial framework to consider alongside the other requirements of distributing apps outside the App Store.

APPLE’S CHILD SAFETY PROTECTIONS ARE ALSO CHANGING

Apple’s announcement is not limited to payment and distribution terms. The company is also introducing additional protections for children and teenagers who encounter alternative payment options.

For apps in the Kids category, alternative payment processing must be placed behind a parental gate. These apps also cannot include out-of-app offers that direct users to a website to complete a transaction. The goal is to reduce the risk of children encountering scams or fraudulent purchases outside the App Store.

Additional protections apply based on a user’s age. For users under 13, apps that use alternative payment processing must include a parental gate, and cannot provide out-of-app offers for transactions.

For users ages 13 through 17, apps using alternative payment processing or out-of-app offers must include a parental gate. These requirements reinforce the importance of considering age-appropriate experiences when implementing alternative payment options. Developers will need to account for these protections as part of their broader app experience and compliance strategy.

WHY APPLE’S CHANGES MATTER TO ASO

Payment processing and alternative distribution may not initially appear connected to App Store Optimization (ASO), but they are part of the larger App Store ecosystem that developers need to understand.

ASO strategies should always be built around the latest App Store requirements. Changes to Apple’s policies can affect how an app is presented to users, what experiences developers can provide, and what functionality needs to be adjusted to remain compliant.

This is particularly important when developers are optimizing an app for conversion. Metadata, creative assets, and product page experiences all need to work together to create a user journey that is both compelling and compliant with Apple’s current guidelines.

Keeping up with Apple’s announcements can also help developers identify when an update to their app experience or strategy may be necessary. Rather than treating compliance as something to address only when a problem occurs, developers can make policy monitoring part of their ongoing App Store strategy.

The latest EU changes are another reminder that ASO is not a one-time process. The App Store continues to evolve, and developers need to be prepared to adjust their strategies alongside those changes.

WHAT DEVELOPERS SHOULD DO NEXT

EU developers should review Apple’s updated terms and determine how the changes apply to their individual apps and business models before October 1.

For teams considering alternative payment processing or distribution, this means evaluating the associated commission structure and the requirements of each option. Developers should also review their purchasing experiences for younger users to ensure that any applicable parental gate requirements are addressed.

At the same time, developers should continue monitoring Apple’s App Store Review Guidelines and developer announcements. Staying informed can help teams identify changes early and make adjustments before they become larger compliance or user experience concerns.

For ASO teams, this ongoing monitoring is equally important. An effective ASO strategy needs to account for the current App Store environment, not simply the conditions that existed when an app was initially optimized.

FINAL THOUGHTS

Apple’s updated EU business terms introduce significant changes to payment processing, commissions, alternative distribution, and child safety requirements. With the new terms taking effect on October 1, 2026, EU developers should begin reviewing how these changes could affect their apps and user experiences.

The broader takeaway for developers is simple: staying informed is an important part of maintaining a successful App Store presence. Apple’s policies and requirements can evolve, and developers need to be prepared to adjust their strategies accordingly.

For ASO teams, keeping up with these updates is an essential part of helping apps remain compliant while continuing to improve visibility, conversion, and overall performance on the App Store.

LET’S CHAT!

Keeping up with App Store changes while maintaining an effective optimization strategy can be challenging. Gummicube’s ASO services can help developers navigate the evolving App Store landscape while optimizing metadata, creative assets, and product page experiences.

Let’s chat about how we can help your app stay competitive and compliant on the App Store.