Apple released a new study suggesting that the European Union’s Digital Markets Act (DMA) has not led to cheaper app prices for users. The research, conducted by Analysis Group, examined App Store data before and after the DMA’s reduced commission fees took effect in March 2024.
According to the report, 91 percent of app prices remained unchanged even after developers began paying lower fees. Some developers even increased prices. The study analyzed 41 million transactions across 21,000 apps and in-app purchases.
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Apple said the DMA has delivered “less security, less privacy, and a worse experience” for users across Europe. It added that the regulation has created barriers for small developers while failing to pass savings on to consumers.
Most Developers Kept Savings
The top five European developers reportedly kept their additional revenue instead of lowering prices. The study estimated that developers paid 20.1 million euros less in commissions after the fee reductions, but over 86 percent of those savings went to companies outside the EU.
When developers lowered prices, the average drop was only 2.5 percent. Apple said similar results were observed during its earlier Small Business Program, where lower fees did not result in noticeable price cuts for users.
Study Limitations
The study focused solely on App Store data and didn’t account for prices in web or third-party marketplaces, which developers can use under the DMA. It also noted that 80 percent of apps reviewed didn’t pay the Core Technology Fee, a charge for apps with over one million first-time installs per year.
Apple’s critics point out that the company itself funded the report. Still, the findings support Apple’s claim that the DMA’s goal of lowering prices hasn’t been met.
Features Delayed in Europe
Apple also cited the DMA as a reason for several delayed features in the European Union. Live Translation on AirPods Pro 3, iPhone Mirroring, and automatic Wi-Fi syncing in iOS 26.2 remain limited or postponed due to privacy concerns. Apple said it doesn’t want to expose Wi-Fi or user data to third parties, which the DMA could require.
The company continues to argue that the law reduces privacy, limits innovation, and complicates the user experience. While Apple has opened its ecosystem to alternative app stores as required, it maintains that the DMA has not delivered the promised consumer benefits.
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