# Apple Revamps App Store Fees and ATT Rules in EU and Germany The company updates its App Store policies to comply with new regulations in the EU and Germany. - **Source:** [Stratechery by Ben Thompson](https://brifing.si/source/13414bcf-3bb2-4506-8e27-62ce8e5f7537) - **Published:** 2026-08-19 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/23b7661d-a510-4d62-978d-957d8749716e ## Apple's New Regulations in the EU and Germany Apple is updating its App Store policies to comply with new regulations in the European Union and Germany. These changes include lower commission rates for app developers and flexibility in ATT (App Tracking Transparency) rules. The EU's Digital Markets Act aims to make the practices of big tech companies fairer. Apple's move is seen as a significant step in response to regulatory pressures. The changes are expected to benefit developers and users alike. ## Changes in App Store Fees Apple has reduced its App Store commission rate from 30% to 15% for small developers in the EU. This change applies to developers earning less than $1 million annually. In Germany, new options have been introduced to comply with ATT rules. Apple aims to reduce tensions with regulators through these steps. The fee reduction will significantly lower costs for developers. ## EU's Digital Markets Act The European Union's Digital Markets Act (DMA) aims to make the practices of big tech companies more transparent. This law limits the monopolistic practices of companies like Apple and Google in their app stores. The DMA mandates that companies allow third-party payment systems. Apple's new policies are steps to comply with these laws. The DMA will fully come into effect in 2023. ## ATT Rules in Germany Germany questioned Apple's ATT (App Tracking Transparency) policies, arguing they stifle competition. Apple reached an agreement with German regulators to provide flexibility in ATT rules. This change will make it easier for advertisers to access user data. Germany's pressure led to a rare concession from Apple on privacy policies. ATT rules were introduced with iOS 14.5 in 2021. ## Developers' Reactions Apple's new policies have been welcomed by many app developers. Lower commission rates will help small developers increase their revenues. However, some developers argue that the changes are insufficient and that Apple still retains too much control. The EU's regulations aim to reduce developers' dependence on Apple's rules. The long-term impact of these changes on the app ecosystem remains to be seen. ## Apple's Competition Strategy Apple aims to reduce legal risks by complying with regulations in the EU and Germany. The company is avoiding conflicts with regulators to protect its reputation. Apple's strategy shows it can be flexible if similar regulations emerge in other regions. The company is collaborating with regulators while preserving a significant portion of App Store revenues. This balanced approach serves Apple's long-term interests. ## The Role of Regulatory Bodies Regulatory bodies in the EU and Germany are playing an active role in limiting the power of tech giants. These agencies are developing new policies to ensure fair competition and protect consumer rights. Apple's changes demonstrate the impact of regulatory pressures. The EU's Digital Markets Act could serve as a model for other countries. Such steps by regulators could shift the balance in the tech industry. ## Long-Term Implications Apple's policy changes in the EU and Germany could have lasting effects on the app ecosystem. Lower commission rates and flexible ATT rules may create new opportunities for developers. The EU's regulations could inspire similar changes in other regions. Apple's steps could reshape competition dynamics in the tech industry. The long-term benefits of these changes for consumers and developers will be a key topic. ## Sources covering this story - https://stratechery.com/2026/apple-settles-with-e-u-u-s-app-store-fees-att-rules-in-germany/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._