The EU's Digital Markets Act (DMA) was intended to strengthen competition in the digital sector, promote innovation, and, above all, lead to lower prices for consumers. Apple's App Store was a particular focus. However, a new study commissioned by Apple and conducted by the Analysis Group shows that the hoped-for price advantages for app users have failed to materialize. Despite reduced fees for developers in the European Union, prices have barely changed.
Since March 2024, new rules have been in effect in the EU, imposing stricter requirements on large technology companies like Apple through the DMA (Digital App Store). The aim was to relieve the burden on developers and reduce costs for consumers. Apple has now presented a comprehensive study to examine whether these expectations have been met. The result is clear: According to Apple, the new regulations have not led to lower app prices, but rather to increased complexity, reduced security, and a decline in data privacy.
Minimal price changes despite lower fees
The study, conducted by the Analysis Group, is based on 41 million app transactions from 21,000 paid apps and in-app purchases. It examined price changes over a three-month period before and three months after developers signed up for new terms and conditions that included lower fees. In 91 percent of cases, prices in the App Store did not decrease, even though average fees were reduced by approximately ten percentage points.
Some developers even raised their prices. It's particularly striking that the five largest app developers in the European Union didn't adjust their prices at all, even though they had to pay less to Apple. In total, all developers together paid approximately €20.1 million less in commissions. Around 86 percent of these savings came from developers outside the EU.
Minimal price decline unrelated to the DMA
In the few instances where developers lowered their prices, the average decrease was only 2.5 percent. According to Apple, this shows no direct connection to the DMA. The same effect was observed with the App Store Small Business Program, where lower fees also had no noticeable impact on final prices.
The study, conducted over an extended period of eight months, confirms this trend. The so-called Core Technology Fee (CTF), which apps with more than one million initial installations per year must pay, did not change the results. Approximately 80 percent of the analyzed apps were not affected by this fee at all.
Data protection and security in focus
Apple criticizes the DMA for failing to deliver the promised benefits. Instead of increased competition and lower prices, there is now less security, less privacy, and a worse user experience. According to the company, the new regulations expose users and developers to new risks.
Apple cites several specific examples. The Live Translation feature, introduced alongside the AirPods Pro 3, was initially unavailable in the EU. Apple plans to add it in December. iPhone Mirroring, another important feature, remains unusable on non-Apple devices because, according to Apple, a secure method for data transfer without privacy risks has not yet been found. Furthermore, iOS 26.2 disables automatic Wi-Fi network synchronization to prevent sensitive Wi-Fi data from being shared with third parties.
According to the company, the DMA specifications could give third parties access to information such as usernames, Wi-Fi history, or other personal data – a scenario that Apple wants to avoid for security reasons.
Limited scope of investigation
The study commissioned by Apple is not independent and is based solely on data from the App Store. Prices obtained via the internet or alternative marketplaces were not considered. This means that potential price changes outside the App Store were not included in the analysis.
Apple emphasizes that the study only applies to apps that continue to use Apple's services and payment structures. While the DMA gives developers the option of using alternative distribution channels, these new options were apparently not yet widespread at the time of the study.
Apple criticizes EU law: More risks, no relief
The EU's Digital Markets Act was intended to benefit consumers and boost competition in the app market. However, according to the results of a study commissioned by Apple, this effect failed to materialize. Despite lower fees, most developers did not reduce their prices. At the same time, Apple believes the new law weakens data protection and security standards in the EU.
For Apple, the DMA means added complexity and new regulatory challenges. While the European Commission is counting on long-term benefits, Apple sees primarily risks in the current development – less security, less data protection, and no noticeable relief for users.
Whether the new guidelines will be revised in the future depends on whether further independent studies show similar results. What is certain is that the DMA and its impact on Apple and the European app market will remain a controversial topic. (Image: Shutterstock / fireFX)
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