Apple replaces EU Core Technology Fee with 5% commission under new DMA terms

Since October 1, 2026, all EU developers operate under one set of Apple business terms. A 5% Core Technology Commission replaces the per-install Core Technology Fee. The commission applies to alternative stores, web distribution and external purchase links. Leaving Apple's in-app purchase lowers the headline rate while shifting payment overhead onto studios. Net margin now depends on channel mix, local payment fit and the value of direct player relationships.

The Digital Markets Act has forced Apple to rework its EU terms more than once.
Apple's own in-app purchase carries a 26% commission.
Small businesses and subscriptions after year one pay 15%.
Alternative in-app payments carry 20%, or 10% at the reduced tier.

External-link purchases within seven days carry a 15% store fee.
The 5% Core Technology Commission applies on top of that fee.
The combined Apple take on those link-outs reaches 20% at the standard tier.
Reduced-tier developers pay 10% plus 5%, or 15% combined.
Web distribution carries the 5% commission without a store fee.

The gap between 26% and lower rates is gross savings before operating costs.
Studios running their own payments absorb tax and compliance work.
Fraud and chargebacks also become the studio's liability.
Currency handling adds further overhead to every off-platform transaction.
The source gives no cost figures, so studios must model these lines themselves.

Cards and digital wallets dominate in some regions.
Bank transfers, carrier billing or local networks drive conversion in others.
An unfamiliar or insecure-feeling checkout can erase the benefit of a lower fee.
Payment design therefore belongs in the player experience budget alongside infrastructure.

A studio web shop creates a first-party commercial relationship with the player.
That relationship supports personalisation, richer offers and cross-game engagement.
It also diversifies revenue beyond a single storefront.
Copying the in-app store on the web gives players no reason to switch.
Exclusive value, loyalty benefits or better bundles supply that reason.

Moving everything off-platform is unlikely to be the winning approach.
Studios should keep platform billing wherever Apple delivers enough conversion value.
Direct channels fit where loyalty, offers and data create value for studio and player.
The mix may combine IAP, alternative billing, web shops, subscriptions and advertising.
The right blend varies by game, audience and market.

For Investors & VC: Add EU payer share and direct-channel revenue mix to mobile studio diligence.
For Service Vendors: Pitch bundled local-payment, chargeback and tax handling to EU-heavy mobile studios.
For UA & Marketing: Recalculate EU ROAS targets on net revenue per payment channel.