Apple-Funded Study Criticizes EU’s Digital Markets Act for Failing to Lower Consumer Costs

A study commissioned by Apple contends that the European Union's Digital Markets Act has not delivered promised consumer savings. Analysis Group researchers found that despite a 10% reduction in developer fees, over 90% of app prices either remained stable or increased. The report examined 41 million transactions across 21,000 apps, estimating developer savings of €20.1 million that failed to translate to end-user benefits.

"Only 9% of EU developers adjusted prices downward after joining Apple's small business program," noted Jane Choi of Analysis Group. "These reductions aligned with normal pricing fluctuations rather than fee structure changes." The findings mirror Apple's U.S. experience where similar commission cuts produced negligible consumer price adjustments.

The DMA mandates allow alternative app distribution and payment systems, reducing Apple's standard 30% commission. Yet market behavior suggests developers are retaining savings rather than passing them to customers. The study reinforces Apple's position that regulatory intervention may distort markets without achieving intended outcomes.