Before launch of iPhone 18 Pro Max, Apple has announced a major overhaul of the business terms governing apps distributed in the European Union, introducing a single framework for developers and changing how commissions, alternative payments and apps distributed outside the App Store will be handled.
The changes come into effect on October 1, 2026, although developers can sign up to the new terms immediately. Apple said the framework follows close collaboration with the European Commission and resolves disagreements concerning its business terms and alternative app distribution in the EU.
For consumers keeping an eye on future iPhone purchases, including people searching for the iPhone 18 Pro Max, the announcement is significant because it changes parts of the app and payment environment they may encounter in Europe. Apple has not mentioned the iPhone 18 Pro Max specifically in this announcement, and the changes relate to apps distributed in the EU rather than to the specifications, pricing or availability of any particular iPhone model.
Apple moves EU developers to one set of business terms
One of the biggest structural changes is Apple’s decision to move developers distributing apps in the EU onto a single set of business terms.
The existing Core Technology Fee will be removed under the new framework. In its place, Apple will introduce a Core Technology Commission of 5% on digital transactions made through apps distributed outside the App Store.
Apple is also eliminating the initial acquisition fee and store services fee while revising commission rates across App Store transactions, alternative payment methods and alternatively distributed apps.
The result is a different fee structure depending on how an app is distributed and how customers pay.
For App Store apps using Apple In-App Purchase, the standard commission will be 26%. A 15% rate will apply to the vast majority of developers covered by programmes including the App Store Small Business Program, Mini Apps Partner Program and Video Partner Program, as well as qualifying auto-renewing subscriptions after their first year.
Apps using alternative payment processing inside the App Store will carry a 20% commission, falling to 10% for developers in those programmes. Apps that direct users outside the app to complete a purchase will face a 15% commission, or 10% at the reduced rate. Apps distributed through alternative app marketplaces or directly through the web will be subject to the 5% Core Technology Commission.
Apple will now allow payment options to sit side by side
A particularly visible change for users could come at checkout.
Under Apple’s updated EU terms, developers will be permitted to offer Apple In-App Purchase alongside alternative payment options. Apple says this combination had previously not been permitted in the EU.
Developers can choose Apple In-App Purchase, alternative payment processing within their app, links directing customers to the web, or a combination of those options.
There is an important condition, however.
Once developers select their payment options, they will be required to maintain those choices for 12 months.
That 12-month commitment is one of the more distinctive details in Apple’s announcement and could create greater consistency in how payment choices appear within individual apps over the course of a year.
Apple adds restrictions for payments involving children
Apple is also introducing specific safeguards around alternative payments for younger users.
Apps in the Kids category will not be allowed to include links that send users to websites to complete transactions. For users under 18, App Store apps using alternative payment processing or external transaction links will need to include a parental gate requiring involvement from a parent or guardian before a purchase takes place.
For children under 13, apps downloaded from the App Store will not be permitted to link to external websites for transactions. Apple said the protections will also adjust in EU countries where parental consent requirements apply to children older than 13.
More companies can qualify to distribute apps outside the App Store
Apple is also widening eligibility for companies that want to operate alternative app marketplaces or distribute apps through the web in the EU.
Among the routes to eligibility are meeting a financial-stability threshold assessed by Dun & Bradstreet, being publicly traded or owned by a listed company, receiving venture funding from an established investment firm, completing a financial audit by a licensed accountant, or operating as a government entity, educational institution or nonprofit.
Apple will, however, continue requiring alternatively distributed apps to go through Notarisation, which it describes as a baseline review focused on basic functionality and protection from serious threats.
What this means for people looking at the iPhone 18 Pro Max?
Apple has provided no iPhone 18 Pro Max specifications, pricing or release details in this announcement.
However, what has changed is the European app ecosystem that future iPhone users in the region may interact with. From October 1, developers will operate under revised commissions, broader payment choices and expanded alternative distribution rules.
For anyone planning a future iPhone purchase in Europe, the practical impact will therefore be found inside apps and their payment journeys rather than in the phone’s hardware itself.
Also Read: iPhone 18 Pro Max 2026 Buying Guide: Upgrade or Wait for 2027?
