A Shifting Landscape for App Developers

The App Store has operated under largely the same rules since its launch in 2008, but regulatory pressure — particularly from the EU's Digital Markets Act (DMA) — has forced Apple to make some of the most significant policy changes in its history. Whether you're an indie developer or part of a larger studio, understanding these shifts is critical to planning your app business in 2025 and beyond.

Alternative App Marketplaces in the EU

Under the DMA, Apple is now required to allow alternative app marketplaces on iPhones in the European Union. This means developers can, for the first time, distribute iOS apps outside of Apple's App Store to EU users. Several third-party marketplace operators have begun the process of applying for Apple's "marketplace developer" entitlement.

What this means for developers:

  • You can distribute your app through alternative storefronts in the EU without Apple's 15–30% commission.
  • Apple still requires a "Core Technology Fee" for apps distributed outside the App Store, which applies to apps exceeding a certain number of annual installs — making it most relevant for large-scale apps.
  • Apps distributed through alternative marketplaces must still pass a "notarization" review by Apple for basic security checks.

Web Distribution for Apps (EU Only)

In addition to third-party marketplaces, Apple now allows developers meeting specific criteria to distribute iOS apps directly from their own websites to EU users. Eligibility requirements include being a registered developer for at least two years and meeting certain download thresholds. This is a meaningful option for established developers wanting to offer direct downloads without marketplace intermediaries.

Changes to In-App Purchase Rules

Apple has expanded its policy to allow developers — again, initially in the EU — to link out to external payment systems for purchasing digital goods and subscriptions. This follows similar changes made in the US following the Epic v. Apple litigation. The practical impact:

  • Developers can now inform users about pricing and direct them to a website to complete purchases.
  • Apple charges a reduced commission on purchases made through external links, though the exact rate varies by program.
  • User Experience guidelines for linking out are strict — developers cannot disparage Apple's payment system in their apps.

Updated App Review Guidelines for AI-Powered Apps

With generative AI embedded in apps becoming commonplace, Apple updated its review guidelines to address AI-generated content. Key points include:

  • Apps must clearly disclose when content is AI-generated, particularly in contexts where users might mistake it for human-authored material.
  • AI features that can produce user-facing content must include appropriate filtering for harmful material.
  • Apps using third-party AI models (e.g., via API) are held responsible for the outputs their integration produces.

Privacy Manifest Requirements Now Enforced

Apple began requiring privacy manifests and signatures for all third-party SDKs as of Spring 2024, and enforcement has become stricter in 2025. If your app includes any of Apple's listed "required reason APIs" — such as APIs accessing file timestamps, disk space, or user defaults — your app must include a privacy manifest declaring the reasons for use. Apps submitted without compliant manifests now face rejection.

What Developers Should Do Now

  1. Audit your SDK dependencies — check that all third-party libraries in your app have updated privacy manifests.
  2. Review your EU distribution strategy — decide whether alternative marketplaces or web distribution are worth exploring for your target audience.
  3. Update your AI content disclosures if your app uses generative AI features visible to users.
  4. Stay subscribed to Apple Developer News — policy updates in 2025 are arriving more frequently than in previous years.

The Bottom Line

2025 represents a genuine inflection point for the App Store. The changes are most immediately impactful for EU-based users and developers, but the regulatory trend is global. Developers who understand the new rules will be positioned to make strategic decisions — whether that means lower distribution costs, new monetization approaches, or simply staying compliant and avoiding App Store rejections.