EU DMA for Mobile Developers: What Actually Changes for Your App

The Digital Markets Act is reshaping how Apple and Google operate in Europe. If you distribute apps in the EEA, your options for payments, distribution, and browser engines have fundamentally changed. Here is what matters and what you should actually do about it.

TL;DR

The EU Digital Markets Act (DMA) forces Apple and Google to open up their platforms in the European Economic Area. Apple now allows alternative app marketplaces, alternative payment providers, and third-party browser engines. Google offers alternative billing options and default browser/search choice screens. The compliance deadline was 7 March 2024. Apple has already been fined EUR 500 million for violations. New fee structures apply if you opt into alternative distribution or payments.

What is the DMA?

The Digital Markets Act is Regulation (EU) 2022/1925. It entered into force on 1 November 2022, with rules becoming applicable on 2 May 2023.

The DMA targets "gatekeepers," large platforms that control access between businesses and consumers. The European Commission designated the original six gatekeepers in September 2023:

• Alphabet (Google Play, Google Search, Chrome, Android, Google Maps, Google Shopping, YouTube)
• Amazon (Amazon Marketplace)
• Apple (iOS, App Store, Safari)
• ByteDance (TikTok)
• Meta (Facebook, Instagram, WhatsApp, Messenger, Meta Marketplace)
• Microsoft (Windows, LinkedIn)

Booking.com was added as a seventh gatekeeper in May 2024.

All designated gatekeepers had to comply by 7 March 2024.

The DMA is not a guideline or recommendation. It is a regulation with direct legal effect across the EU, backed by fines of up to 10% of global annual turnover.

What changed for Apple

Apple's response to the DMA introduced several significant changes for developers distributing apps in the EEA.

Alternative distribution

Apps can now be distributed outside the App Store through alternative app marketplaces and direct web distribution. This is not traditional sideloading. Apple requires Notarization for all alternatively distributed apps, meaning Apple still reviews binaries for security and integrity before they can be installed. Marketplace operators must meet specific requirements and agreements with Apple.

Alternative payment providers

Developers can use third-party payment service providers for in-app purchases or direct users to their own website to complete transactions. Apple's anti-steering restrictions have been lifted for EEA apps. Developers can communicate pricing, promotions, and payment options freely within their apps.

Browser engine freedom

iOS apps in the EEA are no longer restricted to WebKit. Browsers like Chrome and Firefox can ship their own rendering engines (Blink, Gecko) on iOS for the first time, which opens the door to genuine browser competition on iPhone.

The EUR 500 million fine

On 23 April 2025, the European Commission fined Apple EUR 500 million for violating Article 5(4) of the DMA, the anti-steering provision. The Commission found that Apple had prevented music streaming providers from informing users about cheaper purchasing options outside the App Store. Apple has appealed the decision.

Apple's new EEA fee structure

Apple sunset the original Core Technology Fee (CTF) in January 2026 and replaced it with a revised commission model. Understanding the new structure is important if you are evaluating alternative distribution or payment options.

Core Technology Commission (CTC)

The CTF per-install fee is gone. In its place, Apple introduced the Core Technology Commission (CTC) at 5% of digital goods and services revenue.

Full fee breakdown

Fee component	Rate	Applies to
Core Technology Commission (CTC)	5%	All digital goods/services transactions
Store Services Fee, Tier 1	5%	Standard commission through App Store
Store Services Fee, Tier 2	13% (Small Business: 10%)	Higher-tier App Store commission
Initial Acquisition Fee	2%	First 6 months after user downloads app

The total effective commission ranges from 10% to 20%, depending on your tier, distribution method, and whether the Initial Acquisition Fee applies.

If you distribute through an alternative marketplace or use alternative payments, you still pay the CTC. The Store Services Fee only applies when using the App Store and Apple's payment processing.

What changed for Google

Google's DMA compliance changes are less dramatic than Apple's but still meaningful.

Alternative billing

Google offers multiple billing alternatives in the EEA:

• User Choice Billing: lets users pick Google Play billing or an alternative at checkout, with a 4% reduction in Google's service fee
• EEA Alternative Billing: developers can use only a third-party payment processor, with a 3% reduction in the service fee
• External transaction fees: vary depending on the specific arrangement

Choice screens

Google now shows EEA users choice screens for selecting their default browser and default search engine during Android device setup. This is a direct DMA requirement aimed at reducing the advantage Google gets from pre-installing Chrome and Google Search.

Third-party app stores

Google already allowed third-party app stores on Android, but DMA compliance has streamlined the installation flow, reducing the number of friction screens users encounter when installing apps from alternative sources.

Before vs after DMA: comparison table

Dimension	Before DMA	After DMA (EEA)
iOS app distribution	App Store only	App Store + alternative marketplaces + web distribution
Android app distribution	Play Store + sideloading (with friction)	Play Store + streamlined alternative stores
iOS payment providers	Apple IAP only	Apple IAP or third-party payment providers
Android payment providers	Google Play Billing only	Google Play Billing or alternatives (3-4% fee reduction)
iOS browser engines	WebKit only	Any engine (Blink, Gecko, etc.)
In-app pricing communication	Restricted (anti-steering rules)	Developers can inform users of external pricing
App Store commission (Apple)	15-30%	10-20% (new CTC-based structure)
Play Store commission (Google)	15-30%	11-27% (with alternative billing reductions)
Default browser/search (Android)	Google pre-selected	User choice screen during setup
Data portability	Limited	Gatekeepers must provide data export tools
Interoperability	Platform-controlled	Messaging interoperability required (e.g., iMessage)
Enforcement mechanism	Platform self-regulation	European Commission with up to 10% global turnover fines

What this means for your app

Here is a practical checklist organized by urgency.

Must do (compliance-critical)

• Review your EEA distribution strategy. If you distribute in the EEA, understand which new terms apply to your app and whether you need to accept updated agreements.
• Audit anti-steering language. You can now include pricing information and links to external purchase options in EEA versions of your app. Update your UI if this benefits your users.
• Check your SDK and binary compliance. Alternative distribution still requires Apple Notarization. Your app must pass the same technical checks regardless of distribution channel.

Should do (strategic advantage)

• Evaluate alternative payment providers. Calculate whether the fee reductions from using third-party payments outweigh the integration cost and the remaining platform fees.
• Consider alternative marketplaces. If your app targets a specific vertical or audience, distributing through a niche marketplace could improve discoverability.
• Test browser engine capabilities. If you build a browser or web-based app, the removal of the WebKit restriction on iOS opens real opportunities for differentiated features.
• Update your consent and data flows. DMA data portability requirements may affect how you handle user data exports.

Could do (future-proofing)

• Build region-aware payment logic. Abstract your payment layer so you can offer different providers in EEA vs non-EEA markets.
• Monitor regulatory developments. The DMA is actively enforced. More fines and compliance orders are likely, and the rules may evolve.
• Track marketplace ecosystem growth. The alternative marketplace landscape is still maturing. Keep an eye on which marketplaces gain traction in your category.

Tools like AppCompliance can help you monitor policy changes and flag compliance issues across distribution channels automatically.

Common misconceptions

"The DMA allows sideloading on iPhone." Not exactly. Apple calls it "alternative distribution" and requires Notarization for all apps distributed outside the App Store. Unlike Android sideloading, you cannot simply install any arbitrary binary.

"These changes apply globally." No. DMA compliance changes are limited to the European Economic Area. Outside the EEA, Apple and Google's original rules still apply.

"Apple's fees are now lower across the board." It depends. The total effective rate ranges from 10% to 20% under the new structure. For some developers, especially those on the Small Business Program distributing through the App Store, costs could be comparable to or higher than before.

"Google had to change more than Apple." Android already permitted alternative app stores and browser engines. Google's DMA changes focused on billing alternatives, choice screens, and reducing installation friction for third-party stores.

"You can ignore the DMA if your app is small." The DMA applies to the gatekeepers, not to individual developers. But the changes it forces affect every developer on those platforms. Updated terms, new fee structures, and new distribution options apply regardless of your app's size.

"The CTF (Core Technology Fee) still applies." Apple sunset the per-install Core Technology Fee in January 2026 and replaced it with the Core Technology Commission (CTC), a 5% revenue-based fee on digital goods and services.

Frequently asked questions

Do I have to use alternative distribution or payments? No. These are options, not requirements. You can continue using the App Store and Google Play with their standard billing systems. The DMA gives you additional choices, not obligations.

Can I offer different prices in my app for EEA users? Yes. With anti-steering restrictions lifted in the EEA, you can communicate alternative pricing, link to your website, or offer different payment options to EEA users.

What happens if I distribute through an alternative marketplace on iOS? Your app still needs to pass Apple's Notarization process. You pay the 5% CTC on digital goods/services transactions but avoid the Store Services Fee. The marketplace operator handles discovery and distribution.

Does the DMA affect my existing App Store listing? Your existing listing remains active. However, if you accepted Apple's updated EEA terms to access alternative distribution or payment features, those terms govern your app in the EEA going forward.

Are PWAs affected by the DMA? Yes. Apple initially removed PWA (Home Screen web app) support in the EEA but reversed that decision after developer backlash and regulatory pressure. PWAs continue to function, and the browser engine freedom means they can now leverage non-WebKit engines.

When will DMA-like rules appear outside Europe? Japan's Act on Smartphone Software Competition passed in 2024 with similar provisions. The UK's Digital Markets, Competition and Consumers Act also grants new powers. Expect similar regulation in more jurisdictions over the coming years.