Apple’s June 2025 EU update: one entitlement, three fees, and CTF’s 2026 sunset

In June 2025, Apple implemented significant changes to its EU App Store policies, merging non-IAP options like link-outs, web-views, and alternative payment processing into a "communication & promotion of offers" entitlement, which requires the removal of in-app purchases. A new fee structure was introduced, comprising a 2% initial acquisition fee, a 5-13% Store Services fee, and a 5% Core Technology Commission (CTC), set to replace the Core Technology Fee (CTF) by January 2026. Developers can opt out of tier-2 App Store Services, reducing fees but losing features like automatic updates, app discovery, and analytics. For Small Business Program participants, sticking with in-app purchases is economically preferable due to lower fees, whereas larger apps might benefit from exploring non-IAP options with reduced fees, albeit with potential conversion rate challenges. Additionally, changes in app purchasing UX, such as a less intimidating "scare sheet" and updated rules for installing apps from the web, have been made, although widespread adoption of alternative marketplaces remains unlikely.