Shop Storefront Brief · Sample Issue 0

Apple changed EU App Store fees. 1 October is the date.

2026-08-22 · Fortune Insight, LLC · Weekly App Store intel for indie iOS teams. This page is a discussion note, not legal advice. Confirm every rate in App Store Connect.

What happened

On 2026-08-18 Apple said EU App Store terms will move to a unified EU commercial set, effective 2026-10-01. If you only ship US or China storefronts, your Connect checklist may not change. If you sell in the EU, read the new fee and payment rules before that date.

Headline rates (EU, Apple public notes)

Copied from Apple Newsroom language as a worksheet. Small Business Program still uses 15% where Apple says it applies. Confirm in Connect. This page does not compute your bill.

Store + payment	Standard / SBP
App Store + Apple IAP	26% / 15%
App Store + alternative in-app payment	20% / 10%
App Store + link-out purchase	15% / 10%
Alternative storefront or web distribution	5% CTC

CTC (Commission on Transactions Completed) is the 5% figure Apple names for transactions finished off the App Store.

Other named fees

Apple also names a Core Technology Fee (annual), an Initial Acquisition Fee, and a Store Services Fee. Treat the Newsroom and the developer PDF as source, not this page.

IAP and alternative payments can coexist

In the EU, Apple IAP and an alternative in-app payment path can both stay on. Kids Category and apps that target under-18 users keep stricter rules. Check the current Connect and contract text, not a screenshot from a blog.

What an indie can do this week

• If you have no EU storefront: keep the US Connect checklist. Do not invent an EU project.
• If you do sell in the EU: log the 1 Oct date, open Unified EU terms, and do not assume the old 30% mental math.
• Do not rewrite listing copy around a fee rumor. Apple moved. Your metadata is a separate job.

Sources: Apple Newsroom · Apple Developer News