“App tax” is informal shorthand for fees Apple or Google may charge developers for certain app sales and digital purchases. It is not a separate, universal tax charged to everyone who downloads an app. The amount depends on the store, region, purchase and payment route, and any program the developer qualifies for.
What “app tax” means—and who pays it
Apple generally describes its charges as commissions; Google calls its charge a service fee. These are platform fees assessed on developers for eligible paid apps and digital transactions, rather than a standard tax added to every app download. Google says 97% of developers distribute apps and use Google Play at no charge; that figure is from Google, which does not state a publication year on the cited page. Google explains its service fee.
A platform fee may affect a developer’s business costs, but the available fee schedules do not show that any particular app’s consumer price rises by the same amount. They also do not establish that developers pass the fee through dollar-for-dollar.
Apple’s EU App Store fees from October 1, 2026
Apple announced updated EU business terms on August 18, 2026. For developers who have agreed to the updated terms, the new schedule takes effect October 1, 2026. It applies to the EU, not automatically to Apple storefronts elsewhere. Apple’s announcement and current EU developer guidance describe the changes.
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| EU transaction route | Commission under the updated terms |
|---|---|
| App Store sale processed with Apple In-App Purchase | 26% generally; 15% for developers in the App Store Small Business Program, Mini Apps Partner Program or Video Partner Program, and for qualifying auto-renewable subscriptions after their first year. |
| App Store sale processed through alternative payment processing within the app | 20% generally; 10% for the specified programs and qualifying auto-renewable subscriptions after their first year. |
| Qualifying sale after a user taps an actionable link to an out-of-app offer | 15% store services commission for qualifying sales made within seven days of the tap, subject to the program and subscription exceptions in Apple’s terms. |
| Digital transaction in an app distributed outside the App Store | 5% Core Technology Commission under the updated EU terms. |
The routes are not interchangeable: Apple’s terms set distinct rules for App Store purchases, in-app alternative processing, out-of-app offers and alternative app distribution. The 5% Core Technology Commission applies to digital transactions in apps distributed outside the App Store; it is not the commission for an ordinary App Store sale. Apple says the updated terms also allow alternative payment options alongside Apple In-App Purchase, eliminate the Initial Acquisition Fee and Store Services Fee, and replace the Core Technology Fee with the Core Technology Commission.
Older Apple pages may show different EU figures, including a payment-processing fee or a €0.50 Core Technology Fee. Those figures belong to older terms, not the updated schedule for developers who agreed to the new DPLA and are covered by it from October 1, 2026. Apple’s older EU commission and fee page is useful for understanding why older coverage differs, but should not be treated as the current October 2026 schedule.
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How Google Play’s service fees vary
Google does not set one service-fee rate for every developer or transaction. Its fee page describes rates that vary by purchase type, region and applicable program. The schedule includes a 15% fee for automatically renewing subscriptions. In remaining markets under the existing schedule, developers enrolled in the 15% service-fee tier pay 15% on the first US$1 million of annual revenue and 30% on revenue above that threshold. These are examples with specific eligibility and market scope, not a universal rate. Consult Google’s current service-fee schedule for the transaction and region in question.
Google says 99% of developers subject to a service fee qualify for a fee of 15% or less through its programs; Google does not state a publication year for that figure on the cited page. Google describes the fee as supporting its investments in Android and Google Play and as a way the company earns money. That is Google’s explanation of its own fee model, not an independent assessment of the services’ cost or value.
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Regional rollout and install status
For transactions with users in the EEA, UK or US starting June 30, 2026, Google’s guidance distinguishes “new” from “existing” installs, using the regional rollout date as the effective date. Australia and Japan have their own rollout timing. A developer comparing fees for these transactions needs to check the applicable install category as well as the region and payment route; the dates and rules are in Google’s fee schedule.
Alternative billing in the EEA
Alternative billing does not automatically make Google’s service fee disappear. Google publishes separate EEA rules and a separate fee table for the program. Eligible participants must be registered businesses, limit the program to EEA users, meet user-protection requirements, provide customer support and comply with payment-security standards where applicable. Google says participating developers still pay applicable service fees. Details are in Google’s EEA alternative-billing requirements.
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How to compare fees for a particular app purchase
A meaningful comparison starts with the actual transaction, not a headline percentage. Check these details in order:
- Storefront and country or region: Apple’s percentages above are for the EU terms effective October 1, 2026; Google’s rates and rollout rules vary by region.
- What is being bought: Separate a paid app download from an in-app digital product or service.
- Whether it recurs: Subscription rates can differ from one-time digital purchases. For example, Google lists 15% for automatically renewing subscriptions, while Apple’s EU reduced rate for qualifying auto-renewable subscriptions applies after the first year.
- How payment is processed: Distinguish store billing from an eligible alternative billing route or a qualifying out-of-app offer.
- Developer eligibility: Reduced rates may depend on enrollment in a named program or meeting its conditions.
- For applicable Google transactions, install category: Check whether the 2026 regional rollout treats the user as a new or existing install.
- Other terms and taxes: Applicable taxes and other contractual conditions can affect the total amount due.
Do not compare Apple’s EU rate with a Google rate from another country, or compare different purchase types as if they were the same transaction. Google’s own fee guidance says there is no single service fee because developers operate in different situations that require different levels of support to build sustainable businesses.
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