Apple to ease app store rules for developers in EU

Apple Inc. plans to propose changes to its App Store policies in response to concerns from European Union antitrust regulators.

The proposal, which is due on June 26, 2025 aims to relax restrictions on third-party developers.

This will allow them to direct customers to alternative purchase options outside Apple’s ecosystem.

This initiative follows a €500 million (US$580 million) fine imposed by the EU in April for alleged violations of the bloc’s Digital Markets Act (DMA).

🔗 Source: Bloomberg

🧠 Food for thought

1️⃣ Evolution of antitrust enforcement reflects shifting digital power dynamics

Apple’s current EU challenges represent the culmination of over a decade of evolving antitrust approaches targeting tech platforms.

In 2012, Apple faced its first major antitrust penalty when the US Department of Justice successfully prosecuted the company for conspiring with publishers to raise e-book prices, resulting in a $450 million settlement after Apple was found to have orchestrated an 18% average price increase for consumers1.

This enforcement pattern has progressively intensified, with regulatory focus shifting from traditional concerns about price manipulation to more complex issues around platform access and interoperability, reflected in Apple’s recent €1.8 billion EU fine for music streaming restrictions2.

The Digital Markets Act represents the most systematic attempt yet to address platform power, moving beyond case-by-case enforcement to establish comprehensive rules specifically designed for digital “gatekeepers” with significant market influence3.

This regulatory evolution demonstrates how authorities have developed increasingly specialized tools to address the unique competitive challenges posed by digital platforms that control access to millions of users.

2️⃣ Financial deterrence strategy faces test as penalties escalate

EU regulators are testing whether increasingly substantial financial penalties can effectively change behavior of tech giants with massive resources.

Apple now faces multiple substantial EU penalties, including the recent €500 million fine for App Store violations and an earlier €1.8 billion penalty for music streaming restrictions2, yet the company’s approximately $100 billion in annual profit potentially diminishes the deterrent effect.

The EU’s Digital Markets Act strategically increases financial consequences for persistent violations, with fines that can reach 10% of global annual revenue for initial breaches and escalate to 20% for repeated violations3, creating a more meaningful threat.