Apple Opens EU App Store to Outside Payment in Historic Shift
22 October 2026
The European Commission's Digital Markets Act is forcing Apple and other big tech gatekeepers to substantially loosen their grip on how digital content is paid for in their app stores. With new rules now in effect, app developers can for the first time steer users to alternative payment systems and marketplaces outside Apple's walled garden.
For the mobile gaming sector, this represents a potentially disruptive shift in how studios monetize their creations. No longer locked into Apple's in-app purchase system, developers can start routing more transactions through external payment processors and other channels. Against a backdrop of U.S. and EU antitrust action against Apple and rumblings of similar legislation in the U.S., this capitulation by Apple is a major milestone.
The DMA mandates a new payment order
In summary, the Digital Markets Act (DMA) now requires dominant app store providers, designated by the Commission as "gatekeepers", to allow developers to direct users to alternatives for purchasing digital content. Gatekeepers are also barred from imposing their own in-app purchase systems on developers.
Those designated as gatekeepers include Apple and Alphabet. According to the Commission, Apple's EU developer rules now allow for what the company calls "payment services providers" and "linking to buy". Payment service providers handle transactions through an alternative system within the app, while "linking to buy" directs users to complete a purchase on an external site.
Apple updates its EU payment framework
In its EU app-store changes, Apple now requires an upfront decision by developers on their payment system. They can choose Apple's in-app purchase, an alternative processor, a link to an external buy page, or a combination. The chosen system then locks in for 12 months to keep it consistent for consumers.
Moreover, Apple has set different fee structures depending on the payment method. When using Apple's own system, the company charges its typical 26% commission. For apps that use an alternative in-app payment processor, the fee is cut to 20%. Link-out purchases, where the transaction happens on a separate webpage, face a 15% fee. And when an app is distributed directly via a website, or through a third-party app store, the fee dips to just 10%.
Distribution also expands under the DMA
Along with payment changes, Apple has also had to open up app distribution in the EU. The DMA lets developers distribute apps not only through the official App Store, but also through their own websites. This is known as "web distribution". Developers can now also make their apps available via alternative app stores that provide iOS compatibility.
Apple's own documentation notes these changes only apply to apps distributed within the 27 EU member states. Distributing outside the EU is unaffected. The company still requires all apps be submitted for review, with an added fee for major developers to cover the costs of Apple's core services.
Gaming may feel the impact of payment freedom
One gaming use case highlighted by the Commission is that retro game emulators are now allowed to be distributed on iPhone and iPad. This represents a notable expansion in the platform's gaming capabilities.
But the broader impact for gaming will be on monetization. Studios that have been locked into Apple's app store, which has long stood in contrast to Google's comparatively permissive Android, are now free to diversify their payment channels and marketplaces.
While it remains to be seen how aggressive gaming developers become in redirecting commerce, the dynamics of how the mobile-gaming industry generates revenue could start to change. Developers may now have more say in their business models, payment processing, and what goods and services they put behind paywalls.
Across gaming and other app categories, the DMA marks a historic opening of one of the world's largest app stores. As app markets shift in the EU from what was long an Apple-coined 30/70 split, developers will have new decisions to make.