The European Commission (EC) this week released its detailed 70-page ruling, dated April 23, formally accusing Apple of persistent non-compliance with the Digital Markets Act (DMA) regarding its App Store anti-steering practices. This decision underpins a previously announced €500 million fine and gives Apple a strict late June 2025 deadline—60 calendar days from notification—to implement significant changes or face potential ongoing periodic penalty payments.
At the heart of the ruling is the EC’s finding that Apple’s current App Store terms unlawfully restrict developers from freely communicating alternative purchase options to users and from concluding contracts outside Apple’s ecosystem without incurring prohibited fees. T
The Commission’s stance mandates that any remuneration Apple receives for steered transactions must be limited to a one-time fee for the initial user acquisition, not for ongoing engagement. This development could herald more transparent pricing and greater choice for consumers, while developers might see reduced commission burdens.
Apple, however, strongly contests the Commission’s conclusions. In a statement provided to 9to5Mac, an Apple spokesperson described the EC’s decision under the Digital Markets Act (DMA) as detrimental to innovation, competition, its products, and users. Apple has started briefing European Union lawmakers on its concerns that the mandated changes could introduce security vulnerabilities.
EU Mandates “Free of Charge” Steering
The European Commission’s extensive investigation concluded that all three iterations of Apple’s business terms—its original terms, the “New Business Terms” introduced for DMA compliance, and specific terms tailored for music streaming services—fail to meet the requirements of Article 5(4) of the DMA.
This article is central to the dispute, requiring gatekeepers to permit business users to communicate and promote offers, and to conclude contracts with end users, “free of charge,” irrespective of whether Apple’s own systems are utilized.
At issue are Apple’s restrictive anti-steering rules. While Apple did introduce changes allowing developers to include external links, the Commission found these measures insufficient.
Criticisms outlined in the official decision include restrictions on the number and destination of these links, the prohibition of web views for external transactions, the imposition of a “scare sheet” designed to deter users from leaving the App Store environment, and the continued levying of a substantial 27% commission on many external purchases.
The Commission explicitly rejected Apple’s interpretation that the DMA does not require it to “technically enable” such steering, stating that Apple’s current framework “undermine[s] the effectiveness” of the law. The Commission described Apple’s year-long failure to meet DMA requirements as “at least negligent”, in their previous report. The EC’s order explicitly requires Apple to end its non-compliance with Article 5(4) of the regulation within 60 calendar days of being notified.
Redefining App Store Economics
A key element of the EC’s ruling is its interpretation of the “free of charge” principle concerning steered transactions. The Commission asserts this applies not only to the initial communication of an offer but also to the subsequent contract conclusion.
While recital 40 of the DMA acknowledges that a gatekeeper may be remunerated for the “initial acquisition” of an end user, the EC found Apple’s recurring Commission Fee on steered transactions—which can persist as long as a user engages with the app—does not align with this.
The Commission’s decision clarifies that any fee for initial acquisition must be temporally and scopally linked to that first interaction, rather than extending throughout the user’s relationship with the app.
Broader Regulatory Landscape and US Parallels
This EU directive is the latest in a series of regulatory and legal challenges Apple faces concerning its App Store model. In the United States, ongoing legal battles with Epic Games have scrutinized similar anti-steering rules.
A U.S. court decision in April 2025 led Apple to adjust its U.S. App Store guidelines, subsequently allowing services like Spotify to offer direct audiobook purchases within its app.
Microsoft has also joined the chorus of critics, accusing Apple of using App Store policies to hinder the launch of its Xbox mobile store. Apple had initially announced broad changes to its European services in January 2024 to prepare for the DMA, but the Commission’s current ruling deems those efforts insufficient in the context of anti-steering.
Legal experts estimate that Apple’s appeal process could take 18-24 months, during which the EC’s order is likely to remain effective unless specifically suspended.
