Why iPads joining Apple’s DMA compliance list is a big deal

With iPads now included, developers gain access to alternative payment methods and third-party app stores, paving the way for enhanced profitability and flexibility—and more changes are surely coming. 

A couple of months ago, I participated in the European Commission's hearing reviewing the gatekeeper interpretation of the Digital Marketing Act (DMA) rules, and promised that the announced changes were only the beginning. Well, the wait was over quicker than imagined. 

Apple responded super quickly to the criticism that arose and as a significant step, Apple's new policy, which will be enforced in the fall, will apply to iPadOS devices as well. 

Since the announcement of the new European rules Apple has been cautious, carefully testing the waters before making any sweeping changes. Their main focus in response to the regulations has been on security—Apple prides itself on being the trusted guardian of user safety, ensuring the protection of the everyday consumer. They used this to claim that this is why they initially rolled out changes with iPhones, given their ubiquitous presence in our daily lives and their role as the go-to device in times of need.

However, iPads have their own ecosystem. While they see fewer free downloads, they boast a high volume of app purchases and higher lifetime value (LTV) for apps. We estimated that they would stall adding them as much as possible for these reasons alone. But with the latest updates, they’re ready to extend these changes to iPad users and developers. 

For developers, this is a huge shift and they stand to save a significant amount of money. The same benefits, such as the ability to use third-party app stores and alternative payment methods, will be available on iPads, opening up more opportunities for revenue optimization.

What’s Next?

I think that with the quick inclusion of iPads, it’s safe to say that It's not over yet. There are already rumors that Apple and Google will make more adjustments to their policies in the upcoming months. Here are some possible changes we might see:

• CTF Criteria: Apple may further clarify the criteria for its Core Technology Fee (CTF). This includes specifying who pays the fee, when it is applicable, and at what level.

• Flexible Opt-In/Opt-Out options: The ability for developers to opt-in or opt-out of certain programs and policies should become more flexible. This flexibility will allow developers to choose the best options for their business models without being locked into them.

• General policy adjustments: I expect broader policy adjustments around UI and UX regulations. 

• Finally, looking ahead, these changes won't be confined to the EU alone. I’d look at this as a preview of what’s to come worldwide.