According to 9to5Mac, Apple is now claiming a new study proves the EU’s Digital Markets Act has failed to deliver on its core promise of reducing app prices for consumers. The Apple-funded research by The Analysis Group examined 41 million transactions across more than 21,000 affected apps following three commission-reducing developments. These included third-party app stores with lower fees, Apple’s alternative EU terms cutting commissions from 30% to 17% for large developers, and the earlier Small Business Program that halved small developer fees. The study found around 90% of developers didn’t reduce app prices at all, with the minority who did cut prices averaging just 2.5% reductions. Apple says this proves the DMA isn’t benefiting consumers through lower prices while creating security risks and worse experiences across Europe.
Apple’s counterattack
Here’s the thing: Apple isn’t just complying with the DMA anymore – they’re actively trying to prove it wrong. They commissioned this study from The Analysis Group, which is actually a pretty reputable firm, so the numbers are probably accurate. But let’s be real – this is Apple fighting back against regulations they’ve opposed from day one. They’re basically saying “See? We told you this wouldn’t work.”
And you know what? They might have a point about developers pocketing the savings rather than passing them along. I mean, would you lower your prices if you suddenly got to keep more of your revenue? Probably not. But that’s exactly why antitrust regulation exists – to create competitive pressure that eventually forces price competition.
The bigger picture
Now, here’s where it gets interesting. The EU’s Digital Markets Act was never just about immediate price drops. It’s about creating a more competitive ecosystem long-term. Lower commissions mean developers have more money to invest in better apps, which should theoretically benefit consumers through improved quality and features.
Sound familiar? That’s the exact same argument Apple made when they introduced their Small Business Program. So they’re essentially using their own past justification against the EU now. Pretty clever, honestly.
What developers really do
Look, when developers suddenly get to keep more of their revenue, they’re not thinking “Great, I can lower prices!” They’re thinking “Awesome, I can hire another engineer” or “Finally, I can afford to develop that feature users have been begging for.” The study itself shows this – most developers kept the savings rather than passing them to consumers.
But does that mean consumers don’t benefit at all? Not necessarily. Better-funded developers can create better products. More competition between app stores could lead to innovation in distribution and discovery. These are long-term benefits that might not show up in immediate price tracking studies.
The real battle
This feels like round 47 in the endless Apple vs EU regulatory fight. Apple’s making their case with data, the EU’s sticking to their principles about competition. Both sides have valid points. The question is whether slightly higher developer revenue without immediate consumer price drops constitutes regulatory success or failure.
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What’s clear is this fight isn’t ending anytime soon. Apple will keep pushing back, the EU will keep regulating, and developers will keep trying to navigate it all while building their businesses. Follow 9to5Mac on Twitter or YouTube for the latest updates as this regulatory drama continues to unfold.
