Apple Study Finds Mandated Fee Reductions Never Reached European Consumers

Apple said Wednesday that European Union developers pocketed the savings from mandated commission reductions rather than lowering prices for consumers. The iPhone maker commissioned Analysis Group to study pricing behavior [PDF] after the Digital Markets Act forced Apple to cut its App Store fees from up to 30% to an average of 20%. The research examined 41 million transactions across 21,000 products between March and September 2024, generating 403 million euros in sales. Developers maintained or raised prices on nine out of 10 products. Non-EU developers captured 86% of the 20.1 million euros in reduced commissions. Price cuts occurred on 9% of products, but the study attributed these to normal pricing patterns unrelated to the fee reduction.

Apple argued the regulation creates barriers for innovators and exposes consumers to risks without delivering promised benefits.

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