EU opens antitrust probe into app stores

09 November 2026

The European Commission has escalated its scrutiny of Apple's app-store rules, opening a new non-compliance investigation under the Digital Markets Act (DMA) in June 2024.

EU regulators first examined Apple's App Store commission practices, in-app purchase restrictions and Apple Pay/NFC limits in 2020.

The Commission is focusing on Apple's rules and contracts after Apple prohibited developers from directing consumers to options outside the App Store, circumvention tactics, and discouraged alternative payment methods.

The agency is examining whether these practices breach the DMA's requirements to permit developers and consumers to use alternative payment systems or distribution channels, such as directing users to more affordable or open-source app platforms.

"Apple is blocking developers from allowing consumers to pay for digital services outside of the Apple App Store ecosystem due to concerns about losing its 30% commission. This contradicts the DMA's provisions regarding alternative payment options," said a European Commission spokesperson.

A table of the key allegations:

Allegation	Scope/Specifics
Steering restrictions	Apple's App Store rules prevent developers from guiding users to offers outside the App Store.
Channel restrictions	Developers are restricted from informing users about cheaper purchasing options outside apps.
Core Technology Fee	New contractual requirements for third-party app developers, including pricing terms.
Multi-step journey	Complex process for users to download and install alternative app stores on iPhone.
Developer eligibility	More stringent entry conditions to offer apps from the web or third-party stores.

The investigation was triggered by developer complaints and progress by the small segment of third-party app stores attempting to compete with Apple's App Store, particularly the Epic Games Store. Epic Games sued Apple over its App Store policies in 2020, claiming anti-competitive practices.

The DMA serves as a warning to gatekeepers, who cannot arbitrarily restrict developers from guiding consumers to competing app stores or payment methods, or limit their choice of in-app purchasing options. The Commission aims to safeguard developers' and consumers' access to alternatives.

Apple faces significant risks, with potential fines reaching 10% of global revenue, increasing to 20% for repeat violations, if found non-compliant. The Commission may also mandate operational changes.

Apple contends the EU's DMA interpretation and states it has implemented multiple adjustments to meet regulatory demands.

"This action needlessly disrupts the App Store's current framework and harms the developer community and competitive landscape," an Apple spokesperson stated, "We've already reduced commissions and fulfilled our EU commitments by introducing new choices for users and developers."

What happens next? Following this initial infringement assessment, Apple can respond to the Commission's concerns in coming weeks. The investigation will proceed, with a final decision potentially months away.

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