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Apple vs. the EU: who really controls the App Store?

Europe’s new digital rules are shaking up Big Tech. Apple is playing defense – and the outcome could reshape how we use our phones.

4 min read · 10 Sep 2025

Michalina Szpyrka ·

The battle begins: Apple under pressure

Apple is once again in the EU’s crosshairs. Just days before the deadline to respond to EU charges over its App Store practices, the tech giant announced several policy changes. But while Apple might be tweaking some rules, it’s not backing down in the bigger fight — the one about who gets to set the rules in the digital world.

Back in March, the European Commission fined Apple €500 million for limiting competition on its App Store. Now, Apple is preparing to appeal the decision before the July 7 deadline — signaling that the company isn’t ready to give in quietly.

A half-billion Euro fine? Here’s why

The Commission said Apple’s App Store violated DMA — the EU’s new Digital Markets Act — by preventing app developers from telling users about cheaper payment options outside the Apple ecosystem or allowing downloads from alternative sources.

According to the EU, these “anti-steering” rules made it harder for users to make informed choices — and unfairly blocked competition.

Apple had 60 days to comply. If not, it faced daily fines of up to €50 million. In response, Apple unveiled two major changes. But the company made it clear: it doesn’t agree with the EU’s verdict and plans to fight it in court.

What’s changing for developers

More freedom to talk to users (effective now):
Developers can now inform users about alternative payment methods — including links to their own websites or special promotions. That’s a big deal for apps offering subscriptions, like music or video platforms, which were previously blocked from promoting external options.
No more “Core Tech Fee” (coming 2026):
Apple will scrap a controversial fee charged to smaller developers. Instead, a new commission-based model will be introduced, though the company hasn’t shared the details yet.

These updates aim to ease some regulatory pressure. But Apple also made one thing clear: they’re doing it on their terms.

Apple pushes back: "We disagree"

Apple argues that the European Commission is constantly shifting its expectations, making it difficult to plan ahead. The company says this undermines legal certainty and fair treatment.

This complaint isn’t new. Other tech giants under the DMA — including Meta and Alphabet (Google) — have raised similar concerns. The core issue? The DMA gives the Commission a lot of power to define what counts as “compliance” on a case-by-case basis.

That means tech companies are often left guessing what’s expected — even after the rules have been published.

What happens next? The EU wants feedback

According to Commission spokesperson Thomas Regnier, the EU is reviewing Apple’s new business terms. But it won’t rely only on Apple’s word.

The Commission plans to gather feedback from developers, user groups, and competitors before making any decisions. The final verdict will determine whether Apple has truly played fair — or whether more fines are coming.

The bigger picture: Europe as a digital rulemaker

This case is one of the first major tests of the DMA, a law designed to curb the power of Big Tech and promote fairness in digital markets. It aims to give smaller players a real chance and ensure users have more choice — especially when it comes to payments, downloads, and app access.

But Apple doesn’t just disagree with the Commission’s actions — it challenges the entire logic behind the DMA. The company sees the law as an unfair intrusion into private business decisions and fears the precedent it could set outside Europe.

In short, Apple isn’t just protecting its App Store — it’s fighting for its global business model.

What’s at stake? Digital sovereignty, innovation & your apps

Whether Apple’s latest changes are enough to satisfy EU regulators remains to be seen. But one thing is certain: the company is heading to court.

This makes the App Store a battleground for digital sovereignty — a clash of tech power, public interest, and innovation.

For users and developers across the EU, the outcome of this dispute could determine how apps work, how we pay, and how much control Big Tech can really have in Europe’s digital future.

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Michalina Szpyrka

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