Apple Inc. (AAPL.O) said on Wednesday that lower developer fees implemented under the European Union’s Digital Markets Act (DMA) have not resulted in lower prices for users, renewing the company’s criticism of the EU’s regulatory approach toward Big Tech.
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In response to the DMA, Apple last year began allowing software developers in the EU to distribute apps outside the App Store and opt out of its in-app payment system, which typically charges a commission of up to 30%. This change effectively reduced the average developer fee to 20%.
However, Apple said that a study commissioned from Analysis Group found that app developers have not passed on the cost savings to consumers.
“This study provides further evidence that the DMA is not benefiting consumers in the form of lower prices,” an Apple spokesperson said. “At the same time, we know the regulation is creating new barriers for innovators and startups while exposing consumers to new risks.”
Study Findings
The report analyzed over 41 million transactions for around 21,000 products, generating €403 million ($470 million) in sales between March and September 2024.
It found that developers kept prices unchanged or increased them for nine out of ten products, with only 9% showing price reductions — a pattern the study said was consistent with normal market fluctuations, not the lower fees.
Moreover, 86% of the €20.1 million reduction in commission fees benefited non-EU developers, suggesting that the financial relief has largely not trickled down to European consumers.
“This suggests that the bulk of the observed price decreases are unrelated to the reduction in fees,” the study concluded.
Regulatory Tensions Continue
The European Commission, which enforces the DMA, did not immediately comment on Apple’s findings.
The DMA, enacted earlier this year, imposes a set of “dos and don’ts” on major tech platforms — including Apple, Alphabet, Meta, and Microsoft — to curb monopolistic practices, foster competition, and increase consumer choice.
While EU regulators argue that the law will create a fairer digital market, Apple has repeatedly warned that the new rules could undermine privacy, security, and innovation on its platforms.
As the DMA compliance deadline continues to reshape Europe’s app ecosystem, the dispute between Brussels and Silicon Valley underscores the broader global struggle to balance competition regulation and platform control in the digital economy.
